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以O2O模式下电子商务面临的机遇与挑战为研究对象,对O2O模式和电子商务进行了简单介绍;并分析了O2O模式下电子商务的优势,包括信息共享、用户体验提高、营销模式精准化和移动终端的不断扩展;列举了O2O模式下电子商务面临的挑战,分别是线上与线下的融合度不高、缺乏核心创新元素、商业诚信问题和违约问题;并有针对性地提出了在O2O模式下开展电子商务的对策,第一是线上信息与线下服务保持一致,第二是提高创新能力并增加新的营销模式,最后是建立完善的诚信机制并加大违约惩罚力度。
Taking the opportunities and challenges that e-commerce faces in O2O mode as the research object, this paper briefly introduces O2O mode and e-commerce. It also analyzes the advantages of e-commerce in O2O mode, including information sharing, user experience improvement, marketing model precision and The challenges of e-commerce in the O2O mode are listed. They are the low integration of online and offline, lack of core innovation elements, business integrity and default issues. O2O mode to carry out e-commerce countermeasures, the first is online information and offline services consistent, the second is to improve innovation and increase new marketing model, and finally is to establish a sound mechanism for integrity and increase penalties for breach of contract.