China Resources Land O2O Operation Model Research

The mobile internet era profoundly changes people's consumptive habits,nowadays,the needs released by consumers will be quickly respond,and consumers will be guide to the offline store to experience services and get goods,while leaving the transaction data and trace.This Online-to-Offline business model is called O2 O.Its essence is the pain points disappeared and the upgrading of consumption.China's mainland real estate industry has experienced nearly thirty years of glorious history,real estate developers of different background have formed their unique mode of operation,but now the old modes of operation and thinking can't match consumer's advocacy and spending habits,it needs innovation and changes according to the changes in maket.This is an era of transition and change coexistence.Based on the demand of innovation and change in the new era,this paper will analyze the current successful case of traditional enterprise's Internet transformation,explore the possibility of O2 O operation mode landing in real estate development enterprises.Based on the analysis of the existing marketing operation mode of China Resources Land Chengdu Branch,this paper intends to study the feasibility,practical value and possible risks of O2 O operation mode for traditional real estate enterprises,and explore an O2 O mode feasible options suitable for the current development needs of real estate development enterprises.This paper combs the concept and essence of O2 O operation mode in theory,discusses the innovation of enterprise operation mode in the network age,and then through case analysis and strategic background analysis to help describe the traditional enterprise' Internet evolution road map.Through a reasonable way to explore how can China Resources Land Tradition operation mode improve and innovate,and ultimately rely on network platform which supporting O2 O operation mode,through the construction of China Resources community life ecosystem to change the inherent model,enhance customer experience,and stimulate enterprise internal and external collaborative innovation.The study shows that the traditional mode of operation can not meet the development needs of the Internet age,and the O2 O mode of operation is an important means for the management transformation and upgrading of the traditional enterprises.Some enterprises misunderstand the essence of O2 O,and simply use the online resources as propaganda tools Or marketing channels,its backward mode of operation is still not changed.China Resources Land's O2 O mode operation reform needs to rely on the network platform,through the construction of the ecological circle to achieve online and offline consumption experience seamless convergence,while changing the traditional way of growth,stimulating internal innovation and efficiency improving.