Li, RenliangJing, Wei.2022-06-172022-06-172017b201434https://repository.nida.ac.th/handle/662723737/5897Thesis (Ph.D. (Management))--National Institute of Development Administration, 2017With 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. 40communities 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.142 leavesapplication/pdfengThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.The O2O operationThe analysis of the communitytext--thesis--doctoral thesis10.14457/NIDA.the.2017.47