基于移动互联网的零售业逆向O2O商务模式研究

On Reverse O2OBusiness Mode of Retail Industry Based on Mobile Internet

移动电子商务是当前商业领域发展的热点,逆向O2O移动电子商务是一种从线下导入到线上的运作模式,它跟O2O不同的地方体现在,线下通过体验店提供本地化体验服务,不保有商品库存,消费者不能从体验店直接购买商品,而是通过移动设备扫描商品二维码下达订单;在线上完成交易支付,借助物流服务商完成商品的配送及交付。传统电子商务和实体店零售业存在各自的优劣势,基于移动互联网的逆向O2O商务模式是推动零售业发展的有效途径。

The mobile e-commerce is a hotspot for current commercial field development. The reverse O2O mobile e-commerce is a kind of operation mode leading from off-line to on-line. It is different from O2O. The localized experience service is provided by the experience store through off-line and there＇s no merchandise inventory and the consumer cannot purchase directly the goods from the experience store. The order will be dispatched by scanning the bar code of the goods through the mobile devices and the transaction payment is done via on-line and the distribution and delivery of the goods is done through logistic service providers. The traditional e-commerce and the entity store retailing have their own advantages and disadvantages. The reverse O2O business mode of retail industry based on mobile internet is an effective way to promote the retail industry development.