OTO模式在我国中小城市应用的探索

Probe in OTO Model Applications in Med-small Cities in China

OTO作为一种新的电商模式在各大城市出现,对零售业产生了很大影响。文章对国内外OTO研究进行了梳理:国外对电商的研究比较深入、系统,也较为广泛,在技术应用方面也更加成熟和市场化;国内关于电商的研究更多的是产业模式的创新、实践创新或产业纵深拓展等应用型研究,但对数据挖掘和技术创新的研究落后于实际技术的应用。零售业走电子商务的道路是必然选择,但网络技术与理念落后、市场供需分散、专业人才匮乏等问题的存在表明对中小城市发展OTO模式还是一个挑战。

As a new form of e-commerce in the major cities, OTO has created great influence on retail. This paper combs the theories of OTO research at home and abroad： In foreign countries,the study of e-commerce system is more in-depth to the market, more systemat- ic, and more widely, and technology applications are more sophisticated and market-oriented; Domestic research on e-commerce is more application-oriented, more in industry model innovation, and more in in-depth industry expansion, but data mining research and techno- logical innovation is behind the actual application in technology. E-commerce is the inevitable path of retail, but existing problems such as lagging network technology and philosophy, decentralized market supply and demand, and lack of professionals still indicate a chal- lenge for the development of OTO model in med-small cities in China.