服务主导逻辑视阈下的O2O电商模式及应用研究

Research on the O2O E-commerce Model and its Application from the Perspective of Service Dominant Logic

摘要:

消费升级背景下,传统电子商务服务体验不佳的弊端日渐显露,线上线下融合发展成为共识,但目前尚未形成有效实践模式。基于服务主导逻辑视角提出了O2O电子商务模式内涵及价值创造过程模型,认为O2O电子商务模式是由内部和外部、微观与宏观等不同类型利益相关者构成的服务生态系统,包括价值主张、资源整合、服务交互、环境适应等基本价值创造过程,以及线上服务平台和线下服务网点两类服务交互界面,并讨论了模型应用过程中应注意的关键环节,为相关企业的O2O电子商务转型实践提供参考。

Abstract:

In the context of consumer escalation, the shortcomings of the traditional e-commerce service experience are increasingly prominent, and the online to offline integration model has become a consensus, but it has not yet formed an effective practice mode. Based on the perspective of service dominant logic, this paper puts forward the O2O e-commerce model connotation and value creation process model, and points out that O2O e-commerce model is a service ecosystem composed of internal and external, micro and macro stakeholders, including value proposition, resource integration, Service interaction, and environment adaptation basic value creation processes, as well as online service platform and offline service network two types of service interface, and discusses the key steps that should be paid attention to in the application process of the model, in order to provide references for the O2O e-commerce transformation practice of the related enterprises.