现代市场营销

Vol.5 No.4 (November 2015)

场景入口对零售行业O2O模式变革的探究—以Shopping Mall室内导航为例
Research on the Transformation of the O2O Mode of the Retail Industry in the Scenario-Based Entrance—Illustrated by the Case of Shopping Mall Indoor Navigation

 

作者:

钱玲慧 , 刘大为 :杭州电子科技大学管理学院,浙江 杭州

 

关键词:

场景化O2O商业模式零售行业互联网+变革Scenario O2O Business Model Retail Industry The Internet Plus Transformation

 

摘要:

在“互联网+”理念的指导下,本文设想以零售行业为新的应用领域,搭建O2O模式完成行业的变革。本文以Shopping Mall内部导航为应用场景,探索生活化的场景入口对零售行业实现O2O商业业态变革的可能,以及室内导航作为场景对O2O模式搭建的作用。

Under the guidance of the concept of the Internet Plus, this paper takes the retail industry as the new application domain and builds its O2O business model in order to lead the transformation in retail industry. Choosing the Shopping Mall Indoor Navigation as the using scenario, the emphasis of this paper is to investigate how a life oriented scenario contributes to the transformation of retail industry into O2O Business Model and to know the impact the indoor navigation has on building O2O Model as a scenario-based entrance.

文章引用:

钱玲慧 , 刘大为 (2015) 场景入口对零售行业O2O模式变革的探究—以Shopping Mall室内导航为例。 现代市场营销, 5, 62-66. doi: 10.12677/MOM.2015.54008

 

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