Research On Shibaojie Mall Online To Offline Business Model

In the era of experience economy,consumers are paying more and more attention to offline experience.In September 2016,the State Council of China once again issued the “Opinions on Promoting the Transformation of Online and Offline Interactions to Accelerate the Innovation and Development of Trade and Circulation”,and introduced O2 O into the policy field for the first time.The opinion emphasizes that the political,social and economic sectors must focus on and apply the O2 O model to advance the rapid development of the field.At this stage,many industries have introduced and applied the O2 O model,and tried to fully mobilize and improve the online and offline resource system.However,due to the large amount of investment and high technical requirements,the O2 O model has not been widely used in commercial real estate.Therefore,it is necessary to delve into the O2 O business model that adapts to the development of commercial real estate.Food Street was officially opened in 2016.The commercial real estate project created by Guangyao Oriental Group is located in the core area of ? ?Zhongguancun West District.The location advantage is remarkable.It is located in the“Jingxi Super Large Garden-style Food Pedestrian Street” with a total construction area of over 20,000 square meters..In the context of the information age,the benefits of Food Street to create an O2 O platform are self-evident,and can meet the needs of consumers,businesses and operators at the same time.It is also the inevitable direction for the future development of Shibao Street.This article takes Food Street as an example to conduct in-depth research on the relevant issues of the O2 O business model of commercial real estate projects.First of all,the concept of commercial real estate,business model,O2 O business model is elaborated,which lays a theoretical foundation for subsequent research.Secondly,a brief introduction to the Shibao Street project and an analysis of the current business model of the Shibao Street project.Thirdly,a questionnaire survey was conducted for consumers of the Shibao Street project to interview the merchants to understand the needs of consumers and businesses for the O2 O business model of Shibao Street,and to find out the problems existing in the application of the O2 O business model.Finally,according to the problems existing in the traditional business model of the Shibao Street project,the needs of consumers and merchants,based on the six-element theory of business model,from the perspectives of positioning,business system,profit model,key resource capacity,cash flow structure and corporate value,proposed the design of the O2 Obusiness model of Shibao Street.This article takes the commercial real estate project of Shibao Street as an example to discuss and study the related issues of its business model.On the one hand,it points out the problems existing in the existing business model,and on the other hand,proposes the improved O2 O business model.The research results of this paper not only have application significance for the formulation of O2 O business model of Shibao Street,but also have reference value for the application of O2 O business model of other commercial real estate projects.