O2O商業模式和團購網站外文翻譯文獻O2O商業模式和團購網站外文翻譯文獻(文檔含中英文對照即英文原文和中文翻譯)外文：AnalysisofO2OModel'sDevelopmentProblemsandTrendAbstractFuturecompetitionnotonlyexistsintheproductsandchannels,butalsoexistsintheresourceintegrationandterminalconsumers.O2Omodeisnewcommercemodelwhichdoesadeeperexploretothesaleschannels,andhasaverygoodprospect.Buttherearecertainobstaclesinitsdevelopment.Thispaperanalyzestheirrespectiveadvantagesoftwokindsofsalemodelsunderthebackgroundofelectroniccommerce,includingonlineelectricitysalesmodeandofflinestoresalesmodel.ThenitpointsouttheproblemsthatareneededtosolveinthedevelopmentprocessofO2Omode.Atlast,thispaperanalyzesthefivenetworksneedingtobebuiltintheprocessofO2Omodelintegration.Keywords：O2OMode,OnlineandOffline,MobileCommerce,Network1.IntroductionPeoplewhoholdresourcesandconsumerscanwininthisindustry.SincetheriseofInternet(especiallythemobileInternet)ande-commerce,theOmni-Channelisoftenconsideredbythemajormerchantsasastrategicdirectionofatraditionalbusiness,thatputsallthe"customerscontact"includingtraditionalchannelsbasedontheaidoftheapplicationofInternetandinformationintegrationasthesalesopportunitiesandchannels,inordertoachievemaximumofpotentialtrafficandpurchasesdeal.ThebettermodeldevelopmentiscurrentlyO2Omode(OnlineToOffline).O2Oisanelectroniccommercemodebasedononlineeffectiveinteractivity.Thisefficientintegrationmodebetweenvirtualworldandrealworldgetssupportandrecognitionfromallwalksoflife.O2Oaimstomaximizetheuseofofflineandonlineresource;theypromoteeachotheranddependoneachothertoachieveawin-winsituation[1]-[4].O2O,unlikeOmni-Channel'sperspectiveofbusinessthinking,putsmoreattentiononthemaximizationofconsumptionvalue,andmakesconsumptioncostofcustomerlowerthroughbuildingthesystematicprocessandtheconsumptionsystem;O2Orealizesthetransformationprocessfromthesimplevendorsormanufacturerstolifeserviceprovidersbydevelopingthebiggestadvancedtechnologyandcommercialenvironment.2.AnalysisofTwoPatternsofOnlinee-Commerce2.1.AdvantageofOnlinee-CommerceModeChina'se-commercestartedlate,butitsdevelopmentisrapid.SincetheestablishmentofTaobao,alargenumberofelectricbusinessenterprisesgrewup,and,itsonlinecommoditytradingappearedwithexplosivegrowth(Figure1).Theyabsorbedmanysmallentitiessellersontheplatform.Thereasonwhythisonlinestorehasmanysellersismainlythatthedisplayofshopgoodsclosetozerocost,nostock,andsellershaverisk-freeinventoryforcommoditiesalthoughtheyhavenoprofessionalexperience.Inaword,thesesellerssimplyputmainenergyintoonlineinfrastructure,includingITsystemtobebuild,finedecorationdetailsofonlinestorepage,teambuilding,etc.Somesellerswithvividwebdesignhavebeenverysuccessfultoshowtheirownproducts,andwinalotofsuccessfulonlinetransactions.2.2.AdvantageofOfflineEntitySalesModelOfflineentitymodelwhosecoreistheshoppingexperiencestillmaintainastrongcompetitiveadvantage.Whileonlinee-commercepricehascertainadvantages,customersneedbetterserviceinthiseraofgivingprioritytocustomerdemand,andnotjustthelowprice.Thedevelopmentofe-commerceislimitedafterall.Entityindustrycannotbereplacedatallbyserviceindustryanyway.Especiallythenewelectronicproducts,havetakenthecustomerexperienceasitstenettoretaincustomersonlythroughbetterserviceexperience.E-commerceinitsbusinessessenceisdifficulttoachievegoodservice,whichistheoneimportantreasonwhyentityindustrycannotbereplacedatthemoment.Sotheadvantagesanddisadvantagesaresummedupasfollows:(Table1).2.3.TheDevelopmentTrendofOnlineandOfflineIntegrationAsthee-commercestillwarmingtrendin2014,moreandmoreconsumersbegintoturntoofflinestore,onlineflagshipstore,ortobuygoodsine-commerceplatformormobileclientthroughrelatede-commercesitesquery.Whethere-commerceornoe-commerce,bothwithintheTaobaoandoutofTaobao,onlythebasicdailyIPtrafficoperatingsiteshaveordailyUV,theyhavebasicbusinessvalue.ThegrowingnumberofInternetusersreflectsthegrowthofthewholeflowsupply,andthegrowthofthee-commercegroupisaformoftrafficdemandgrowth.Obviously,thecustomertrafficsupplyfallsshortofdemandonthebackgroundofthegrowthofabsolutenumberofnetizeninInternethasslowed,buttheabsolutenumberofelectricbusinessabsolutelycontinuetosurge.Theclientdriveisbecomingeconomicmainbody,thecustomertrafficflowanddirectionbecomenewpowertodrivethedevelopmentofnewcommoditysupplychain,andthiskindofpowerwilltriggeranewbusinessmodel,whichcalledO2Oandmobilee-commercebusinessintegrationmodel.Thereisnodenyingthat,theentityindustrystillgivesasupportofourcountryeconomicartery.Soiftheywanttohavestrongcompetitivenessinsucheconomictrends,theyshouldnotonlybuildtheirowntradingsystem(includingtheconstructionoftheplatform,productspromotion,storelayout,etc.)inthefieldofe-commerceplatform,butalsocooperatebetweenonlineandoffline,balancelayoutofgoodsdistributiononlineandoffline,andbalancetherelationshipbetweentheformandsalespricesothatrealizecomplementeachother,promoteeachother,andthenbuildonlineandofflineintegrationbusinessmodel.Forexample,hastransformedsuccessfullyintoO2Omodeaboutonlineandofflinedoublefusion.Comparedwiththetraditionalshoppingmode,O2Oshoppingmodefuseonlineandoffline,andgetsthroughthedatabetweenonlineandofflinemember,paymentandaftersales,logistics,etc.Makeonlinebetradingplatformtoofflinestores.Onlineobtainconsumersandthendrainagetooffline.Consumerscanscreenservicesonline,andalsoclinchadealbyonlinesettlement.Offlinecannotonlyprovideconsumerswithdisplay,experience,andotherfunctions,butalsocanbelogisticsdistributionsite.3.TheResearchofRealizeOnlineIntegratedProblem3.1.TheLayoutoftheO2ONeedtoSecuretheSupportofTraditionalEnterpriseDecision-MakersOfflineguidetoonlineneedthesupportofpolicymakers.Fromtheintuitivelevel,wecandiscoverthatO2Odestroyedthetraditionalenterprisesolidmodeandorganizationsystem,aswellasthetraditionalsaleschannels.Itisdifficulttochangethetraditionalthinking,anditisalsodifficulttogainsupportanddecisionmakerstomakepolicymakersunderstandtheprofitpatternofO2O.Offlineguidetoonline,forexample,thelostisintheinterestsoftheentityshop,wheretheentrepreneur'senthusiasmis,howtobringofflinesalestoonline,alltheseneedtimetobeproved,andhowtogetunderstandingandrecognitionfromdecision-makers.3.2.HowtoChangeUserFlowLeadedbyConsumptionHabitsHowonlinebringtrafficandsalestotheoffline.Fromthepointofpractice,thereisabigpieceofnocoincidencedegreebetweenonlineandofflineconsumers.Consumersmaybemorewillingtospendacertainamountofmoneyonaphysicalstorethantoplaceanorderonline.Becauseoftheirtraditionalconsumptionidea,theywouldfeelmoreeaseiftheypurchaseinaphysicalstorewhentheyneedtobuymerchandiseofbigvalueandgoodquality,itisthemostobviouswhentheyusecommodityinthehomeespecially.Topersuadeandguidetheconsumer'sprocess,eitherfromtheperspectiveofthecommodityprices,theemotionalcare,ortomovecon-sumersfromthehumanisticspirit,e-commerceconversionratewillbemadebycustomerperceptionofvalueandpriceupsidedownandsecondaryexperiencetodecideexceptthedrainagetechnique.Traditionalstores,thebusinessprocessisaprocessof"turningavisitorintoacustomer,turningthecustomerintotheregular,makingfamiliarsVIPmember",thecumulativemembersprocessissoslow.Inthefaceoftoday'se-commerce,moreandmoreconsumerschooseonlineshopping.However,Customerswhopurchaseonlinecan'texperiencetheentityshopserviceoffacetoface,customerswhopurchaseofflinecan'tenjoynoveltyonlinediscount.Whetheronlineoroffline,thenumberofmembershipisincreasingcontinuouslyandlosingatthesametime.SuchasStarbucks,whogaveuponlinegroup-buyingforthatthereisnocustomerloyalty.Starbuckschoosecooperationwiththethird-partypayment,peronehundredelectronicpaymentsintheUnitedStatesandCanada,haveonepaymentfromStarbucks,whileinChina'stores,pertenconsumptions,thereisonefromacashcard.3.3.TheDifferencebetweenOnlineandOfflineIt'snotonlytodosomediversion,buthowtomakedifference.Becauseonlineprovidedactuallyisakindofservicethatcannotexperienceoffline.Itincludesappreciateandcognitionearlytothenewproducts,thebalanceofthepricedifferential,indifferenceofchannels.Anye-commerceareunabletogetridofdisturbancethatcomesfromthesethreefactors,asfollows,percentconversion,percustomertransaction,andpassengerflowcost(AD).Thepercentconversionisoneofthemostimportantfactors.Thefactorsaffectingtheconversioncanbesummedupinthedegreeofinversioninvalueandprice,whichiscalledpopularly"costperformance".Ase-commercebusiness,anythingtheydoismakinghighcost-effectiveforconsumers,highcostperformanceisthekeytoimpressconsumers,inaddition,inordertoimprovecost-effective,italsoneedsprecisionflowandhighquality.Becausethegoods'valueisthelargestreflectforpeopleinneed.Howtocreateaperfect,efficientsupplychainlogisticssystemtocontrolthecostinordertoreducethecostorincreaseprofits,howtousethecollecteddatatounderstandtheconsumerpsychology,howtoshowconsumergoodsvalueandconvinceconsumerswithdetailspageandadvertisingmaterial,andthentoenhancethebrandvalue.Allthesearetheissuestoconsider.Ikeadon'tsellthingsonlinefirmly,whichisdifferentfromSuning.IfitcandirectlybuyIkeaproductsontheInternetratherthangotothestore,thecustomerswilldon'thavethestrongbrandfeelingofshoppingexperienceanymore.3.4.TheInsufficiencyofO2OModelinLogistics,InventoryandSupplyChainManagementofCongenitalFirst,O2Omodecan'timprovethedeliveryserviceandcommodityexperience,unabletosolvetheproblemofusertrust;Second,O2Omodeneedhighrequirementoflinestrengthandthedegreeoflocalization;Third,O2Omodeemphasizesonlypayingonlineandofflineexperiences,lackofaclearconceptofthefreshmarketpositioning,marketdemand,qualityassurance,anduserconsumptionhabits.4.TheAnalysisofDevelopmentPatternofO2Oe-CommerceIntegrationintheAgeoftheInternetO2Oe-commerceintegrationpatternneedstoestablishandimproveintegrationmodewhichincludingthephysicalnetwork,servicenetwork,logisticsnetwork,datanetworkandmobilenetwork.Howtobuildthefivenetworks,thispaperanalyzesasfollows:4.1.PhysicalNetworksTherearetwoformsofthephysicalnetwork.OneisrepresentedbyHaier'sofflinestoremode;theotherisvirtualnationwidelayoutexperiencemodewhichiscalledHeikeconveniencestore.Offlineentitystorescanbelayoutonanationalscale.Entitynetworkneedsentitybusiness'soperationtobedigitaltransformationandexperience,includingterminalentityequipmentofdigital(suchasvirtualfitting),digitalmarketing(LEDinteraction),mobilepayment(QRcodeorNFCpayments),independentservice(independentcheckout),CRMmanagement(Nocardmember,Customizeprivilege),commodityinformation(electronicpricetag)etc.4.2.ServiceNetworkServicenetworkisaserviceauxiliarysystembymeansofphysicalnetworkandmobilenetwork.Itoffersbothsocialcommunicationandrelationshipmaintenance,informationtransmission(usingthemicroletter,weiboandothersocialtools),servethecustomerexperience,complaintresponse,etc.;Italsoprovideentityprocessservicesofonlineconsumptionandtherights,includingonlineorder(onlinebuying),serviceexperience(gotothestoreorpickupthegoods),marketingreturn(discountstores),makinganappointment(offlinepayment)andsoon.4.3.LogisticsNetworkTheconstructionoflogisticsnetworkisbasedontheuser'sindividualizeddemand.IntegratehighlyandcultivatedeeplyfournetworksconsistingoftheInternet,logisticsnetwork,servicenetwork,themarketingnetwork,toconstructcompetitiveadvantagedrivenbytheuserexperienceinthewholeprocessformedbycombinationofemptinessandreality.Bybuildingthecountrynetworkandtheprovincesandcitiesradiationnetwork,tomakethecustomerexperiencetheadvantageofgreatdistributionservicesthroughresourcesintegration.Thelogisticsnetworkneedsthenationalinventorysynchronization,aswellasincreaseordecreaseinventorykeepseamlesssynchronization.ThereisacorethatO2Osectorneedstohaveavirtualwarehouse,includingthenationalallitemsonlinedata,andcanrealizeinventorysynchronization.Onthebasisofthese,itjustcanhavethesynchronizationoflogisticssystem.Becausemostoftheenterprisesregardregionalsynchronousgrowthasthecore,anytransactioncanbedeliveredbytheareabranchwarehouse.Theefficiencyoflogisticswillbethefastestthemostdirect.Logisticsnetworkeventuallysolveaproblem:oneistheefficiency,thesecondiscost,thethirdisexperience.4.4.DataNetworkIntheprocessoftherealizationoftheO2O,datanetworkprovideapowerfulbackgroundanalysisandcalculationsystem.Theentireindustryfromconsumersordertothebrand,frombrandstorawmaterials,fromrawmaterialstoalllinks,usedatatogetthroughalltheindustrialchain,sotheefficiencychangedthoroughlypreviousproductionstatus.ThroughDataminingoftheO2Oe-commerceusers,includingdatacollection,datapreparation,dataconversion,dataextraction,datamining,miningusingandotherprocessareusedtoanalyzethecharacteristicsofusergroups,andthenanalyzeusers'personalcharacteristics,gainvaluableknowledge,inordertogainbusinessvalue.Datahelpdoabetterunderstandoftheneedofcustomers,onlineusersgetintothemallthroughmicroletterorothermobileplatforms.Theyobtainthedataaboutuser'sage,gender,usualspendinghabitsthroughmarketingencouragingandtechnicalmeans.Accordingtotheaboveseveralbasicdimensions,theycandeterminetheuser'sconsumptionhabitstodotheprecisemarketingeffectively.Inthispart,theabovee-commercecompanieshavenoessentialdifference.ThemobileInternethasaverygoodfunction,suchasLBSpositioning.Throughtechnicalandmarketingincentives,encourageuserstosharetheiraddress.Whentheaddressesareaccumulatedenough,itcanpaintbasicallyspecificconsumergroups'areaofthestreetaboutsomecompany,andthedatacanbedirectlytransferredtoofflinestorestoprovidesupport.Themobilee-commercedataalreadyisnotonlyconvenientforonlinemarketing,butalsohaseffectedofflinerealdecisions.4.5.MobileNetworksThepopularityofsmartphones,andtheyoungertrendofuseageofshoppingsoftware,aswellaseachbige-commerceenterprisepromoteactivelyinthemobileclient,makeChineseusers'habitsofmobileshoppingbeformedgradually.Withthemoreandmoreuseof3GnetworkandmoreandmoreWififreeplacesprovided,integrationmodelofonline,offlineandmobilee-commercehasarapidgrowingenvironment(Figure3).UndertheinfluenceoftheInternetthought,O2Omodeliscurrentlythelatestmarketingmodel.ThismodelcombinesofflinebusinessopportunitiesandtheInternet,makeInternetbecomeofflinetradingdesk.EspeciallytheemergenceofQRcode,becomesthekeytomobileoperatorswhoenterthemobileInternetandlayoutthefutureO2Oe-commerce.Theinstantcommunicationtoolinthetopoflist,combineonlineserviceswithapplicationstoimprovegreatlytheuserviscosity,andplatformbarrierstocompetitionhasbeenformed.Bymovingtheversatilitybusinesstothesameplatform,itcanachievereal-timeorder,inquiry,informationpushactively,membershipmanagementandthattheomni-directionalmobileself-service.Customerscanalsousemicroletter,companiesAlipaytocompletethepayment,toavoidthetroubleofchange.Inordertorealizetheintegration,e-commercecompaniesshouldachieveinformationsharing,includingmobiledevicesoftheclientandtherealnetwork,servicenetwork,logisticsnetworkanddatanetwork.Itrequeststheconstructionofthemobilephonenetworksecuritymechanism,andthedevelopmentandmaintenanceofsoftwaresecuritycanachievemorerigorousandmoregeneralization.4.6.CaseAnalysisHaierRirishun,asthefirstInternetbrandwhosevalueisbillionsof,integrateadvantagesofvirtualnetwork(e-businessplatform),physicalnetwork,logisticsnetworkandservicenetwork,providesone-stopshoppingexperienceforconsumers,alsoprovidesuserswiththehouseholddesignofonline,interactiveexperience,personalityofproductcustomization,synchronizationandsoon.RirishunarrangesitselfincreatingO2Ofournetworkadvantages,specificasfollows:(Figure4).5.ConclusionO2Oisupgradedfrome-commercetothebusinessofelectronic.Italsobringsupgradethatelectroniccommercedepartmentplaysaroleinorganizationmanagementdepartment(Figure5).Theintegrationofonline,offlineandmobileelectroniccommerceensuresaseriesofproductssalesandservicethroughthecompletesupplychainsystem,atthesametime,tosatisfytheconsumersdemandingoods,services,experience,price,etc.Ontheonehand,consumerscanenjoythegoodsstoreexperienceandhumanservices;ontheotherhand,theycanbeabletousemobileclienttosurftheInternetanytimeandanywheretopickavarietyofproducts,ortheychoosegoodsandplaceanorderinthestores,andthenpickupbycustomerthemselves.Thedualexperienceonlineandoffline,andconvenienceprovidedbymobileclientfortheconsumer,reducegreatlytheriskofshopping,atthesametime,alsosaveshoppingtimeandimprovetheefficiencyoftheclinchadealandturnover.Thesesuccessfultradingmodelsbecomefreeadvertisingtocustomerswhowillbuygoodsnexttimeandtopromotesurroundingcommunitymarketing.Theway,offlinepromotionandonlinedeals,hasgraduallyinfluencedthesecondaryconsumptionhabitsofcustomers.譯文：O2O模式發展存在的問題及趨勢分析摘要隨著近年來團購網站的興起和發展，人們已經開始接觸了O2O模式的電子商務，而且這一模式正在被人們逐步認識和接受。O2O模式的興起和發展正在改變著傳統電子商務的業態和格局，其作為新的商業模式，無論對傳統的零售商，還是對傳統電子商務平臺都將起到巨大的沖擊。本文著重的闡述了如何將更多的消費從線下轉移到線上，成為新的電子商務領域的、O2O電子商務模式是怎樣應運而生以及O2O模式如何引導電子商務行業走向規模化和向多元化的方向發展的。關鍵詞：O2O模式；團購；綜述一、引言在電子商務發展迅速的現今社會，人們的生活消費方式正隨著網絡消費的出現而逐漸的發生改變。電子商務消費正迅速的普及我們的生活，為了更好的使線下消費轉移到線上消費，衍生了新的電子商務模式，即O2O模式(OnlineToOffline)，亦稱線上線下商務模式。“O2O模式”最早是沃爾瑪公司在2006年的率先提出的思想，是由B2C(BusinessToCustomers)商務模式衍生的特殊的形式。是指采用線上營銷和線上購買從而帶動線下經營和線下的消費的商務形式。通過網絡用戶的線上營銷、體驗和消費，帶動線下產品銷售。“O2O模式”這一名詞，最早是由TrialPay創始人兼CEOAlexRampell在2010年提出的，在我們國內“O2O模式”主要應用于團購，其最早的雛形是2003年的攜程網。“O2O模式”的出現，實現了線下服務與線上消費的聯系，提高了企業的銷售份額，引起了專家學者的關注，“O2O模式”的研究成為近些年電子商務領域研究的熱門話題。本文采用文獻計量的方法，統計和分析近年來“O2O模式”的文獻及研究狀況，梳理了專家學者們研究的主要內容，以期把握研究趨勢。二、數據統計分析1.數據來源本文引文檢索的來源是《中國知識基礎工程數據庫(CNKI)》，并根據名詞出現的時間作為起始點，檢索自2010年至2014年間，以主題詞為“O2O模式”和“線上線下模式”為條件進行檢索統計，在高級檢索中以關鍵詞“或含”的方式進行檢索，最終檢索到4803篇文獻。其中包括期刊、碩博士論文、專著、會議論文、報紙等。其中期刊1960篇，碩博士論文137篇，會議論文11篇，報紙2531篇，在統計時，本文主要分析的是CNKI中《中國學術期刊網絡出版總庫》中對“O2O模式”和“線上線下模式”的期刊論文。2.數據分析(1)從期刊的發表時間分析本文將“中國學術期刊網絡出版總庫”中的1960篇期刊論文以一整年為單位(2014年不包含11，12月)，統計各年份發表的期刊論文總數，制出線狀圖。期刊發表的時間的分布能夠客觀的反映出最近5年(其中2014年不包含11，12月份的數據)“O2O模式”研究領域學者們研究的熱度。在圖1-1中，可以觀察到，2010年為1篇，2011年為45篇，2012年為182篇，2013年為464篇，2014年一直到11月份是1268篇，由此可見，在2010年“O2O”模式概念剛剛提出不久，關于“O2O模式”的研究屬于起步階段，研究人數和關注度都不是很高，這一階段可以定性為起步研究階段，2012年的相關文獻數量已經達到了182篇，證明在這一段時間內，“O2O模式”的研究已經引起了人們的重視，從2013年到2014年下半年，“O2O模式”的研究文獻已經達到了1268余篇，該領域已經成為了學者們研究的一個熱點的方向。(2)從研究層次分析將本文分析的1960篇期刊論文按照研究層次進行檢索，檢索出不同的研究層次的期刊論文數量，業指導中，而其他的相關領域占有的份額較小，基礎研究方向雖然排在