电子商务O2O模式下的渠道整合，产品设计及定价机制研究

项目名称： 电子商务O2O模式下的渠道整合，产品设计及定价机制研究

项目编号： No.71272077

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 卫学启

作者单位： 复旦大学

项目金额： 40万元

中文摘要： 随着电子商务在我国的快速发展，传统商家纷纷拓展其网上营销渠道，基于互联网的商业模式也成为理论和实践上的热点。如何把线上和线下两种渠道有机结合起来，增强渠道互补性的同时避免可能的渠道冲突，一直是传统商家选择电子商务的障碍。O2O（Online-to-Offline,线上和线下业务融合）模式正是在这一背景下为电子商务企业提出并迅速推广。作为一种新兴的商业模式，基于O2O模式的理论研究相对滞后，业界对O2O模式特点的把握及相应的平台策略的选择并不明晰。本课题的研究希望通过研究典型的案例，深入挖掘O2O商业模式的特色和优势，同时借助经济学模型和博弈论分析，抽象化O2O模式下的平台竞争的特点并对O2O模式下的竞争策略及动态均衡进行分析，辅以实证数据的搜集和对模型结论的检验，力求在理论上拓展对基于O2O模式的渠道整合，产品设计及价格形成机制的认知，同时也对O2O的业界实践起到相应的指导和借鉴作用。

中文关键词： O2O；信息产品；渠道整合；产品设计；定价机制

英文摘要： With the rapid development of E-commerce in China, traditional merchants are eager to expand to the online channels which makes Internet-based business model popular in both theoretical research and practice. However, channel conflict has been big barrier for offline merchants to select online channel. How to converge offline and online channels to take advantages of the complementary effects between these two channels to avoid possible channel conflicts becomes an important topic. In this context, the O2O (online-to-offline, the convergence between online and offline) business model which was first initiated by industry has been widely adopted by merchants. As a newly emergent business model, research about it is lagged behind. It is still uncertain about the specific advantages from the O2O model as well as its channel convergent strategies, product design strategies and pricing strategies. This research project aims to explore the O2O business model from typical cases analysis, analytical modeling as well as empirical investigation to find solutions for the O2O platforms to maximize value and position better under competition. Research findings from this project can contribute to the E-business model literature and provide guidance for industrial practice.

英文关键词： O2O；Information Goods；Channel Integration；Product Design；Pricing Mechanism