“移动互联网+”背景下O2O电子商务发展现状及发展趋势研究

The Analysis of the Present Situation and Further Development of O2O E-Commerce in the Context of Mobile Internet

近年来,O2O作为一种新型的电子商务模式呈现迅猛的发展态势。在总结移动互联网时代下O2O电子商务发展概况的基础上,采用计量经济学中的实证分析法作为本研究的基础方法,构建了移动互联网与O2O市场规模的计量经济学模型,验证了移动互联网与O2O电子商务之间存在着正向相关关系;运用SWOT分析法对移动互联网时代下O2O电子商务发展进行了全面分析,并基于分析结果,从扩大受众群体覆盖面、缩小城乡差距、增强用户忠诚度、提升创新能力、加强对第三方支付平台的监管、保障消费者权益和建立完善的规则解决线上线下O与O利益冲突五个方面,提出了促进移动互联网时代下O2O电子商务发展的相关建议。

As a new type of electronic commerce mode, O2O has been rapidly developing in recent years. On the basis of summarizing O2O e-commerce development in the era of mobile Internet, and the empirical econometric analysis as the method, the study constructs the econometric model of mobile Internet and O2O market scale, thus verifies the mobile internet and O2O e-commerce. There is a positive relationship between mobile Internet and O2O e-commerce. Then, the paper uses the SWOT method to comprehensively analyze the development of O2O in the era of mobile internet. The paper, based on the analysis results, solve the online O and O conflicts from expanding audience coverage, narrowing the gap between urban and rural areas, enhances the user loyalty, enhances innovation capacity, strengthens the supervision of the third party payment platform, safeguards the fights and interests of consumers, and establishes perfect rules. The five aspects are put forward to promote the development of the era of mobile internet O2O e-commerce advice.