对OTO发展与影响的设计研究.doc

word 资料下载可编辑 word 资料下载可编辑 专业技术资料 专业技术资料 摘 要 随着电子商务的发展，电子商务对人们的生活和实体经济都产生重要影响，但是电子商务仍然只占传统市场交易额的一小部分。OTO在这种情况下应运而生，OTO实现线上线下的结合，在线上购买服务在线下实体店去消费，OTO模式将为电子商务开启一个新的亿万级市场。 本文运用文献研究法比较法、综合分析法分析了OTO的商业模式的起源、发展、影响。OTO模式是电子商务发展到一定程度的产物，团购是OTO商业模式的一个初级阶段开启了本地化服务的时代，文章中分析了团购的起源、特征、团购与OTO的关系，团购主要涉足本地的服务业，将线上的顾客带到线下，而这正也是OTO的特点。文章探究了OTO模式的发展过程以及影响OTO模式的因素有助于OTO 模式发展，经过分析OTO商业模式的现状得到其特征和产生的影响。 关键词：OTO；团购；发展；线上线下 Abstract With the development of e-commerce, e-commerce have an important impact on the real economy and life of people, but e-commerce is still only a small part of the trading volume of traditional market.OTO emerged in this case. People buy services through a network, Then get the services and goods in the store. OTO mode will open a new e-commerce market of hundreds of millions . This paper analyzes the origins of OTO model, the development of OTO model, the impact of OTO model with literature research and other study methods. The emergence of OTO is the result of the development of e-commerce.Group purchase is the miniature of OTO and open the era of localization services.This paper analyzes the origins of group-buying, the development of group-buying and the relationship of group-buying and OTO.Group-buying mainly involved in local services,customers will be brought online to offline which is also the feature of OTO.This paper explores the development of OTO mode and factors affecting the OTO mode.This paper draws the characteristics and effects of OTO by studying current situation of OTO mode . Keywords: OTO ; Group purchase; Development ; Online and offline 目 录 TOC \o 1-4 \h \z \u HYPERLINK \l _Toc387695797 第1章 绪论 PAGEREF _Toc387695797 \h 1 HYPERLINK \l _Toc387695798 1.1 研究背景 PAGEREF _Toc387695798 \h 1 HYPERLINK \l _Toc387695799 1.2 研究目的和意义 PAGEREF _Toc387695799 \h 1 HYPERLINK \l _Toc387695800 第2章 OTO的起源 PAGEREF _Toc387695800 \h 2 HYPERLINK \l _Toc387695801 2.1 电子商务的简介 PAGEREF _Toc387695801 \h 2 HY