The Research On O2O Business Model Of Electronic Commerce Based On System Dynamic

The Internet is fusing with all walks of life increasingly.Omnipresent transaction venues and whenever-and-wherever transaction time changed a lot of people's way of life.The concept of O2 O came into the sight of our life in 2010.It mainly provides localization services with the nature of experience,and it is the supplement to the traditional e-commerce.O2 O creates more consumption scenario as well as solving much more efficiency problems.After a few years of development,O2 O business model has become the pacesetters that can drive the development of e-commerce and even the offline entity economy.O2 O business model has huge development space and potential,but it is also facing many labor pains during the process of development.Due to the causes of unsound business model,malignant subsidies,irrational competition,poor control of operating costs and others,a large number of O2 O vendors failed.Only in the year of 2015,there is a statistics of a web site shows that up to 220 O2 O vendors failed,involving 16 industries.With the slowdown of flow dividend's increment speed,the industry of Internet is entering the era of business model competition.In the background,this paper sorted out and analyzed business model,system dynamics,and related theory.Then through the theoretical derivation of O2 O business model,this paper proposed the research framework and structural model of the O2 O business model,and pointed out its' components.By using the method of system dynamics,we finished the modeling and simulation analysis of O2 O business model to achieve the purpose of simulation of reality and forecast.By using the data of CTRP,we completed the system simulation and the simulation analysis.Finally,through the interpretation of the analysis of the simulation results,we put forward the corresponding management recommendations.The main conclusions are as follows: The integration of the value-net can bring the growth of bilateral user scale of O2 O vendors and offline enterprises.Input conversion of O2 O vendors has the most obvious effect on variables such as income and users,so the improvement of input conversion is the most important task that an O2 O vendor should solve.As O2 O vendors improving its' understanding of user needs,the focus of value proposition delivery towards offline enterprises should also be paid attention to and thus achieved the complement of bilateral' user value.By this way,can the integration degree and quality of service of whole value-net be improved.High offline enterprises' investment and cooperation degree in the O2 O business model will lead to the improvement of O2 O vendors' income and user scale,and also makes the integration degree and quality of service of the value-net be improved.So,in order to improve the integral effect of the value-net,O2 O vendors should encourage,communicate timely and supervise the offline enterprises.Finally,the way how an O2 O vendor can develop sustainably is to pursuit the improvement of the overall value of the value-net,but not only focus on self-interest.This paper provided a new way to the study of O2 O business model in terms of theory,proposed a generalization systematic analysis and revenue prediction model focusing on e-commerce enterprises' O2 O business model.And it is helpful to O2 O vendors to find the problems of itself quickly in practice.Finally,this paper provides ideas and solutions for O2 O vendors on how they can develop this kind of business model sustainably.