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1、CaseStudiesonChina’sO2OE-commerceAbstractTheO2O,onlinetooffline,isane-commercetermfirstlypresentedintheU.S.FollowingtheexamplesoftheAmerican“O2O”modee-commercecompany,agreatmanyofdomesticinternetenterprisesaretryingtoimitatetheO2Omodetostartabusinessortofurth
2、erdeveloptheirenterprises,butmostofthemarenotsucceed.thispaperaimstodiscussthecurrentstatusofdomestice-commercecompaniesbasedonO2OmodethroughseveralreplicationfailuresorunsuccessfuldomesticO2Oe-commerceenterprises,andtrytomakecauseanalysesanddrawsomeinstructi
3、veideasfromthosecases.Keywords:O2Oe-commercedomesticSinceNovember2010wasintroducedtheconceptof“onlinetooffline”intoChina,theword“O2O”washypeduptobeatopbuzzwordbythemediainChina,correspondingtothequicklyimitatingandfastapplyingoftheO2Obymostofdomesticstart-ups
4、andlongstandinginternettitans.TheO2Oismostbasicallyreadintoamodetoguidethecustomersonlinetoexperienceandexpenditureoffline.LikeotherInternetmodessuchasB2B(businesstobusiness),B2C(businesstocustomer),C2C(customertobusiness),theO2OisalsocopiedfromtheUnitedState
5、s,whichisthemosttypicalcheapwayfordomesticentrepreneurstolearnfromtheU.S..OfcoursenotalloftheUnitedStatesO2Oe-commercemodesareapplicabletodomesticenterprises,theChinaandAmerica,thefirsttwoeconomicentitiesintheworld,areactuallyverydifferenttwocountrieswithdisp
6、aratepoliticandeconomicsystemandhistoryandculture.ThereasonthatmanydomesticInternetcompaniesfailedtowelldeveloptheO2Oe-commerceinChinawillbefurtherdiscussedinthefollowingparagraphsthroughsometypicalcases,buttheconceptofO2Oanditsreferenceswillbeintroducedfirst
7、ly.5TheconceptofO2OcamefromthearticleWhyOnline2OfflineCommerceIsATrillionDollar Opportunity,deliveredinTech-CrunchonAugust7th2010byAlexRampell,whoisthefounderandCEOofTrialPay,apaymentcompanyinAmerica.Itwasunderstoodasamodethattopayonlineforthecommodityandserv
8、ice,andthentoexperienceofflineinphysicalstores.Throughthiswayitguidesthecustomersonlinetoassumeoffline.Formostpeople,theirexpenseswereoffline,manyservicesarenotableandsuitabletobuyonline.
