The Online to Offline Business Model of Physical Stores - A Case Study on the Retail Industry in China

• Main Authors: Yen-Hung Ho, 何彥宏
• Other Authors: Ming-Je Tang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/svkb95

碩士 === 國立臺灣大學 === 國際企業學研究所 === 105 === Since Internet was invented in1998, it became the media to implement marketing, public activity and commercials. In additional, the new business models start to combine with internet activity. Lots of start-ups want to develop B2C or C2C e-commerce business model. In 2008, a brand new e-commerce business model combines with physical stores and online platform be proposed. O2O (Online to Offline) business integrates online platform and offline entity store. This model helps company to develop online customers and develop new market then brings online customers into offline business. O2O business model not only could reach the customers via online channel and drive they to consume product, it can also understand customers’ behavior and collect consuming data thought membership and mobile payment technology. By the data analysis, the company can continuously provide the fittest product and service to customers. This thesis focus on retail industry in china to understand the know-how and approach that how physical retail stores integrate online resource and technology to develop unique retail business model.