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O2O模式的升级与转型是目前电商行业的热点问题。运用机制设计理论,分析O2O不同经营类型的科学性,验证不同O2O类型与盈利模式间的关系。理论分析发现:相对于独立型与复合型团购,平台型团购能够较好地处理传统营销中买卖双方的信用关系,具有机制设计上的优势性。实证分析显示:平台型团购的盈利模式侧重于新型的增值业务收入,独立型与复合型团购侧重于商品的进销差价等传统盈利模式,消费者投诉绝大部分集中在独立型与复合型团购。
The upgrading and transformation of the O2O model is a hot issue in the e-commerce industry. Using the theory of mechanism design, this paper analyzes the scientificity of different O2O business types and verifies the relationship between different O2O types and profitability models. Theoretical analysis shows that, compared with the independent and complex group buy, the platform group buy can better deal with the credit relationship between buyers and sellers in the traditional marketing, and has the advantages of mechanism design. The empirical analysis shows that the profit model of platform-based group-buying focuses on the new type of value-added services. The independent and complex group-buying focuses on the traditional profit model such as the difference between the purchase and sales of goods. The vast majority of consumer complaints focus on independent and complex group buying .