浅析亚马逊的O2O战略探索_英语论文

A Study on Amazon’s Exploration of O2O Strategies 

摘要

随着互联网的普及和移动智能终端的飞速发展，O2O模式也越来越广泛的被应用到电子商务中，且随着时代的发展，其内涵也得到了扩展。比起最初的从线上到线下，如今的O2O模式更强调线上线下优势的整合。

作为目前全球最大的电子商务公司，亚马逊以线上图书销售起家，如今已成为几乎无所不卖的网上商业帝国。亚马逊等电子商务企业的飞速发展给传统实体经营业者带来了不小的打击，就在实体经营业者纷纷投身线上业务之时，亚马逊却逆势而动，以一个电商的角色进入线下经营，开始探索O2O模式。本文试通过分析亚马逊O2O发展战略，探究其从线上发展到线下的意义，其所面临的机遇与挑战，以及给其他电商带来的启示。

关键词：电子商务  O2O  亚马逊  发展战略

Abstract

With the popularity of the Internet and the rapid development of mobile intelligent terminal, O2O model is more and more widely applied to e-commerce. Initially, it means drawing potential customers from online channels to physical stores through internet advertising, e-mails and many other methods. However, as time goes by, its meaning has been extended. Compared with simple online to offline, today’s O2O emphasizes more on the integration of online and offline advantages. 

As the world’s largest e-commerce company, Amazon started as an online book seller, and today it has become an online business empire that almost sells everything. The rapid development of e-commerce companies has brought great impact to traditional physical operators. When a large number of physical stores change their way for online business, Amazon, as a successful e-commerce venture, has bucked the trend and begun to explore the mode of O2O. Through this analysis, we can have a better understanding of Amazon’s exploration of O2O.

Key words: e-commerce  O2O  Amazon  developing strategies

Contents

摘 要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 Brief Introduction to O2O Mode 4

2.1 Definition of O2O Mode 4

2.2 Characteristics of O2O Mode 4

2.3 Influences of O2O Mode 5

2.3.1 Influences on Traditional Retailers 6

2.3.2 Influences on Pure E-commerce Enterprises 7

Chapter 3 Developing Process of Amazon’s O2O Strategies 9

3.1 Amazon’s Original Online Business 9

3.2 Main Reasons for Amazon’s Exploration of O2O Mode 9

3.3 Amazon’s Present Offline Business 10

3.4 Expert Review and Market Response 12

3.4.1 Expert Review 12

3.4.2 Market Response 13

Chapter 4 The Future of Amazon’s O2O Mode 14

4.1 Existing Problems 14

4.1.1 Sharp Increase in Cost 14

4.1.2 Customer Experience to be Improved 14

4.1.3 Leadership Lacks Experience of Offline Development 15

4.2 How to Solve Existing Problems 15

4.3 Prospect of Amazon’s O2O Mode 16

Chapter 5 Enlightenment from Amazon’s O2O Exploration 18

5.1 Have Pioneering Spirit 18

5.2 Seize Opportunity for Development 18

5.3 Have Explicit Self-awareness 19

Chapter 6 Conclusion 21

Acknowledgements 22

References 23