Research On Business Model Innovation Of O2O Enterprises Based On Customer Value Realization

As the Internet develops quickly,E-Commerce shows amazing potential for development.The new retail model O2O(online to offline)based on the Internet information technology develops so fast that a variety of O2 O business models have emerged.In the meantime,there are also some drawbacks with Chinese characteristics,such as homogeneous competition,merchant qualification,credit risk and so on,which restrict the development of O2 O.By using the methods of literature study,logical analysis,data analysis and case analysis,this paper has found out some the psychological characteristics of the consumers in the O2 O business model,such as enjoying online shopping,pursuing shopping experience,pursuing high cost-effective products and services,expecting more convenient consumption mode,seeking personalized services,being fond of interactive communication and other characteristics.Combining with the study of the influencing factors of customer value,we have analyzed the six aspects that affect the customer perception in the transaction process,including product and service quality,the convenience of its website,payment convenience and security,information quality,interactive communication and consumer experience.Then they will affect the customer perception value.And then we have summarized the four dimensions of customer value of O2 O enterprises,including perceived cost value,product service value,information value and experience value.At the same time,the analysis shows that although the O2 O business model reduces the costs such as rent and other expenses,rich and comprehensive product information and convenience,but there are still some problems,such as integrity,business qualification,website and business cooperation model,innovation ability,after-sales service and consumer loyalty.Then this paper combines the dimension of customer value with the problems existed in the business model of O2 O enterprises,and puts forward corresponding suggestions on the innovation of O2 O business model in China including customer segmentation,value proposition,channel access,customer relationship,key business and important cooperation.Finally,we take the O2 O platform of CITIC Guo'an community as a case to analyze.It is found that there are some problems in the business model of Guo'an community,such as insufficient viscosity of users,unclear positioning of offline traders,logistics and distribution problems,customer service level still need to be improved,lack of systematic evaluation mechanism and so on.Through the research on the business model innovation of Guoan community based on customer value realization,the importance of customer value realization to business model innovation is confirmed by five parts: customer segmentation,value proposition,channel access,key business and important cooperation..