T2O E-commerce Model Research

T2O means TV to Online,it was an innovative e-commerce mode for the transfer of products from TV platform to online store.It could integrated the value logic of each participant,and this paper was intended to provided more theoretical basis and practical strategy of them.For example how to find the right development orientation for the participants,how to innovate the products and services,how to improve the business management and strategic cooperation,and so on.This paper was expounded the features,users acceptance,value chain and development strategy of T2 O e-commerce mode based on the literature research,case study,empirical analysis and other research methods.Firstly,T2 O was the e-commerce mode of multiple,interactive,multidimensional,freedom chooses,active cognitive,based on the value chain integration of traditional media,electricity enterprises,brand stores,industrial entity and any other participant.Secondly,this paper was constructed the user acceptance model of T2 O based on the TAM model and related research,and introduced the users acceptance equation and verify the relevant assumptions,based on the questionnaires and analysis of SPSS19.0.Thirdly,this paper was analyzed the core elements of T2 O based on the analysis of value chain,business model and related cases.And the elements mainly includes the strategic objectives,revenue sources,basic business,core competencies,target customers and profit models.Finally,this paper was expounded the development strategy of T2 O from the macro level and micro level especially the micro level strategy,based on the analysis of users acceptance and core elements.In this study,we believed that the value proposition,value creation and value acquisition could completed a complete value logic,and the analysis of T2O's core elements could be carried out based on this logic.That was to say,the value proposition should includes the strategic target and the source income,the value creation should includes the basic business and the core competence,and the value acquisition should includes the target customers and the profit model.