Research On O2O Business Model Of Platform Based On Grounded Theory

E-commerce has been the rapid development in recent years,the virtual shop of internet has strong impact on shop of offline.O2O(online to offline) model be created in this background,this model integrate both payment online and experience offline perfectly,it take new consumptive experience to consumer and show a good prospect of development.The platform is the key part of 020 model,platform enterprise play a improtant role in this business model,and not much 020 platform can still standing in the field of 020 after mighty wave crashing on a sandy shore,especially the mobile internet port,such as taxi and takeout software has fierce competition.The enterprise still facing the problem that business is ambiguous.how to talent showing itself from the competition,bring for the enterprise profit is a common problem encountered by enterprises at present platform.This paper combing the integration literature about 020 firstly,common research indicates that 020 model can effectively reduce the transaction cost of consumer and merchants,to achieve win-win situation final.but the problem of pofit model still exists,the profit point are still being explored of domestic 020 at present,lacking of effective means of profit is a thorny problem in current.Secondly,this paper makes a survey of the research on the business model of the previous.there is no uniform standard about definition of business model,most scholars view business model from the point of view of system,and the strategy,profit model,operation model with cross coincidence relation.Finally,this paper introduces the research method-grounded theory. The current business model definition is not clear and is an abstract concept,it suitable for method-grounded theory.In a review of the relevant theory,selecting the two case of Groupon and Dianping.com in this paper,the case of Groupon has representativeness as a typical group-purchase enterprise,the Dianping.com is a local enterprise and commented kind website,it can be analyzed similarities and differences from them,can help relate enterprises.The two cases were open coding,axial coding and selectve coding process after select them.their relationship of elements be conclude,finally a case story line are given.Then the main category of two cases of comparative analysis found that the main category of both the business model is the core elements of the 020 platform for enterprises,so structure the business model diagram base on the analysis.Then select the more popular taxi software case as an application case of a business model diagram,it was found that the main problems of taxi software appeared in the profit model, no profit and profit pattern,just rely on subsidies to improve the utilization rates.after analysis of the case,this article gives relevant suggestions for taxi software from the profit model,platform,marketing,cost control,human resources,external environment,strategic planning.Summarizes the research conclusion in last chapter and put forward some suggestions from the platform,marketing,human resources,enterprise culture,leadership traits,value proposition,cost control,profit and profit mode,stakeholders,the use of funds,large data on 020 platform of enterprise.Finally,list three shortcomings in data selection and the research method of this paper.