O2O(online to offline)經營模式

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Introduce O2O business model !

ONLINE TO OFFLINE
(O2O經營模式)

WHAT’S THE O2O???
O2O(Online to offline)，名為：線上與離線商務模式
意義：透過虛實整合，滿足顧客需求
功能：將消費者從網路上帶往實體店

O2O模式

實體店
網路平台
消費者
Online
Offline
下
單
+
付
款
提
供
資
訊

Online
特色
透過網路傳遞消費資訊廣且快(口碑行銷)
訂單可量化
透過註冊資料可知消費客群
行動網路發展迅速吸引大量年輕客群
Offline
特色
實體感受服務
品牌價值易傳遞

蓬勃發展原因與挑戰

行動網路的興起

成功關鍵因素
1. 線上資訊充分，介面易用
2. 線下商店釋出足夠誘因 Ex：折扣
3. 線上到現下使用媒介便利 Ex：實體票券、QR
Code
面臨的挑戰
1. 將線上的消費者帶往線下
2. 吸引實體商店加入
3. 雙方溝通平衡
資料來源：商業週刊

附加價值
1. LBS移動定位服務

O2O案例

購麻吉－餐廳、旅遊、宅配、訂票
易訂網－提供美食餐廳24hr線上訂位服務
Uber－即時叫車服務
Aribnb－全球旅遊短期出租網站
城市通－活動情報訂購展覽票
巷弄－地區美食訂購

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