本文選題：O2O　切入點：影響模型　出處：《東華大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,隨著互聯(lián)網(wǎng)技術(shù)和智能手機及其它移動設(shè)備的運用和普及,一種新型的商業(yè)模式O2O(Online To Offline)迅速發(fā)展起來。O2O商業(yè)模式是傳統(tǒng)實體渠道和電子商務(wù)渠道融合的產(chǎn)物,是市場競爭的更高層次,不再是單一渠道,或者是渠道之間的你死我活,其核心理念是企業(yè)通過有形店鋪和無形店鋪的組合,滿足消費者任何時候、任何地點、任何方式購物、娛樂和社交的綜合體驗需求,從理論上來說,O2O可幫助實現(xiàn)線上、線下和消費者的多贏。因此,鑒于O2O模式可以帶來的諸多好處,不計其數(shù)的公司都開始致力發(fā)展這種模式。這其中不乏一些成功案例,但更多的是大量失敗的企業(yè)。在B2C模式下,消費者行為及其交互對于運營的成功與否有著重要的影響,鑒于現(xiàn)有研究缺乏考慮消費者交互行為對O2O運營的影響,因此,本文考慮消費者評論和口碑分別在線上和線下的社會網(wǎng)絡(luò)傳播后對實物型O2O的影響,主要表現(xiàn)在對需求量、庫存成本、運輸成本等指標(biāo)的影響。在其他學(xué)者研究對功能型產(chǎn)品/大眾產(chǎn)品和創(chuàng)新型產(chǎn)品/利基產(chǎn)品的基礎(chǔ)上,結(jié)合O2O具有實物型和服務(wù)型的現(xiàn)實背景,本文從兩個維度將O2O模式分為四種,分析每種O2O模式在運營方式上的不同,并舉以實例。隨后,選取其中的P-F模式和P-I模式(即實物型O2O),利用復(fù)雜網(wǎng)絡(luò)的相關(guān)理論構(gòu)建消費者的社會網(wǎng)絡(luò),消費者在社會網(wǎng)絡(luò)中的交互規(guī)則則基于影響模型。在數(shù)學(xué)建模的基礎(chǔ)上,利用多智能體仿真技術(shù),結(jié)合S公司線上線下同價的現(xiàn)實背景,對不同的參數(shù)進(jìn)行模型的仿真,旨在研究于不同條件下需求以及各類物流成本的變化情況,這些不同的條件包括不同的消費者體驗程度、挑剔程度、線上復(fù)雜網(wǎng)絡(luò)連接率以及不同的線上線下物流方案。仿真后主要分析不同參數(shù)下需求量和物流成本(包括庫存成本和運輸成本)的隨時間變化的規(guī)律,進(jìn)而探究其對O2O的一些深層影響。最后,由仿真結(jié)果歸納出如下主要結(jié)論:O2O模式的實施不但不會使線上需求“搶”走線下的需求,還會促進(jìn)整體需求的增加;對于挑剔程度較高的消費者,線上需求所受的影響較線下更大;使用由距離消費者最近的門店向線上消費者配送的線上線下整合方案與從倉庫直接配送給消費者相比較,可減少物流成本�；诒疚牡慕Y(jié)論并結(jié)合現(xiàn)實背景,可提出對O2O模式的運營者提出一些的建議,主要有:針對體驗程度較強的實物類產(chǎn)品,商家可以豐富和加強線下體驗性;商家應(yīng)當(dāng)保持產(chǎn)品質(zhì)量,否則不良影響將會擴散地較快;對于亟需削減物流成本的O2O模式來說,采取門店配送是個很好的選擇等。
[Abstract]:In recent years, with the use and popularity of Internet technology, smart phones and other mobile devices, a new business model, O2OOnline to offline, has developed rapidly. The O2O business model is the product of the integration of traditional physical channels and e-commerce channels. Is a higher level of market competition, is no longer a single channel, or between channels, the core idea is that enterprises through the combination of tangible and intangible shops, to meet consumers at any time, anywhere, any way shopping, The combination of entertainment and social experience needs, in theory, can help achieve multiple wins online, offline and consumer. So, given the many benefits of the O2O model, Countless companies are beginning to develop this model. There are some successful cases, but more of them are failed enterprises. In B2C mode, consumer behavior and their interactions have an important impact on the success or failure of the operation. In view of the lack of existing research to consider the impact of consumer interaction behavior on O2O operations, this paper considers the impact of consumer reviews and word of mouth on physical O2O after the spread of online and offline social networks, mainly in terms of demand. On the basis of other scholars' research on functional product / mass product and innovative product / niche product, combined with the realistic background that O2O has physical type and service type, This paper divides the O2O model into four types from two dimensions, analyzes the different operating modes of each O2O model, and gives an example. The P-F model and P-I mode (physical O _ 2O _ 2) are selected to construct the consumer's social network by using the theory of complex network. The interaction rules of consumers in the social network are based on the influence model. By using the multi-agent simulation technology and the realistic background of the same price between the line and the line of S Company, the different parameters are simulated in order to study the change of the demand and various kinds of logistics cost under different conditions. These different conditions include a different degree of consumer experience, a degree of pickiness, After simulation, the variation of demand and logistics cost (including inventory cost and transportation cost) with different parameters are analyzed. Finally, the following main conclusions are concluded from the simulation results: the implementation of the "O _ 2O" mode can not only make the on-line demand "grab" the line demand, but also promote the increase of the overall demand; For more selective consumers, online demand is more affected than offline; online and offline integration schemes from the nearest store to the online consumer are compared with direct distribution from the warehouse to the consumer. Logistics cost can be reduced. Based on the conclusion of this paper and combined with the realistic background, we can put forward some suggestions to the operators of the O2O model, mainly as follows: for the physical products with strong experience degree, the merchants can enrich and strengthen the offline experience; Businesses should maintain the quality of their products, otherwise the adverse effects will spread more quickly; for the O2O model, which urgently needs to reduce logistics costs, it is a good choice to adopt store distribution.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F724.6

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