机制设计视角的O2O模式科学性分析

Scientific analysis of O2O mode with mechanism design angle

O2O模式的升级与转型是目前电商行业的热点问题。运用机制设计理论,分析O2O不同经营类型的科学性,验证不同O2O类型与盈利模式间的关系。理论分析发现:相对于独立型与复合型团购,平台型团购能够较好地处理传统营销中买卖双方的信用关系,具有机制设计上的优势性。实证分析显示:平台型团购的盈利模式侧重于新型的增值业务收入,独立型与复合型团购侧重于商品的进销差价等传统盈利模式,消费者投诉绝大部分集中在独立型与复合型团购。

The upgrading and transformation of O2O mode is a hot issue in e-commerce industry recently. Using mechanism design theory, divides O2O types, explores the relation between O2O types and profit pattern. Theoretical analysis showed that platform type buy can properly deal with buyers and sellers of credit relations of traditional marketing, owns the advantage of mechanism design. Empirical findings reveal that platform type group purchase profit model focuses on new value -added business revenue, independent type and compound type group purchase focus on goods into the sales price and other traditional profit model, consumer complaints most concentrated in the independent type and compound type group purchase.