Abstract:
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With the popularity of Mobile Internet and E-commerce, the so-called O2O
means the “last kilogram” the last kilometers delivery of products or services by
integrating online and offline resources. Its core is to build a platform linking
consumers and merchants or door-to-door services with community living scenes as
its focus. It’s true that O2O has developed into a phase in-depth, which has greatly
met the increasing demands of consumers’ “laziness” and stimulated the growth of
consumption. As a result, it has been a hotspot to have an in-depth study on the
business model and future development of community O2O based on the demands of
consumers in the market.
The aims of the thesis are as follows: 1) to discuss the O2O operation pattern
of Chinese E-commerce and its features; 2) to analyze the current development and
existing problems of Chinese O2O operation pattern with the subjective
understanding, development expectation, and existing problems in operation of
community O2O from the perspective of consumers and enterprises in Nanjing
communities as an example; 3) to explore the domestic O2O development layout
with communities in Nanjing as the case.
Both qualitative and quantitative analysis are applied in the thesis. For
quantitative analysis, facing there are 8.0573 million residents and 692 communities
in Nanjing, questionnaires are distributed to some consumers and community
enterprises in 65 communities at random to study their current demands for O2O. 40
communities in main districts with better economies, larger population and more
people, 15 in suburbs and 10 in counties are chosen respectively. 872 out of 900
questionnaires were finally collected. For qualitative analysis, In-depth interviews on
enterprises related to Suning, Jingdong and Guomei were conducted, aiming to find
out the practical problems on community O2O which contain their current situation,
development trend as well as future development direction and possible measures.
30 interviewees are involved, including 6 operators, 6 logistics staff，6 delivery staff
and 12 online shoppers.
The conclusion is that as a community-services-based O2O, the integration of
resources around the communities is the most fundamental and necessary part of its
development. The model of community O2O in Nanjing is operated by online orders
and offline pickups, which has attracted a fixed amount of consumers and satisfied
their demands with practical values to some degree. However, a mature community
O2O model has not been formed yet. There is no doubt that community O2O is the
trend of community business in the future despite many aspects needed to be
improved. Due to its convenience to instant pickups, many residents are still
optimistic about community O2O. What cannot be ignored is that many enterprises in
Nanjing communities have not yet adopted the O2O model attributed to restrictions
of capital, population and technology, which matches the basic reality of Nanjing.
Therefore, the real value of community O2O can be realized by offering tailored
services instead of the simple combination of online and offline. Only in this way can
the bright and prosperous future of Nanjing community O2O be guaranteed.
As for following policies, on the basis of selecting partners, communities
should focus on the diversion of online and offline consumers, relevant interests
distribution and personal training so as to expand sources of consumers for
diversified management and profit models. Meanwhile, an integrity standard system
and a powerful information system are needed in order to achieve full channel
marketing collaboration and make the management service project settings more
reasonable and the logistics and delivery system more customer-friendly.
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