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论文编号：	5605
作者编号：	2220110844
上传时间：	2013/11/25 19:12:00
中文题目：	百度爱乐活O2O模式在婚嫁行业的可行性研究
英文题目：	The Feasibility Study of O2O Business Model of Baidu-Leho In Wedding Industry
指导老师：	戚安邦
中文关键字：	O2O；百度爱乐活；婚嫁行业互联网推广；波特五力模型；竞争战略；
英文关键字：	O2O, Leho, Wedding industry internet promotion, Potter''''s five forces model, Competitive strategy
中文摘要：	随着2010年团购业务的爆发式发展，互联网开始了对传统行业的冲击，越来越多的传统行业开始关注互联网可以带来的改变。此前传统行业对于互联网的使用相对较少，很多商家还只依赖于传统的推广渠道，但团购的到来让这些商户意识到互联网能够带来更大的收益。而团购仅仅只是O2O这种新兴商业模式的一个前站，背后蕴藏着更为庞大的O2O市场。所谓O2O，即online to offline，是将线下的传统商户信息扩展至互联网，通过互联网对其产品或服务进行推广，让互联网成为传统商户的交易前台。这个概念其实并不陌生，如携程网和艺龙网早在很多年前就做到了机票酒店领域的O2O，即线上交易，线下消费。无数传统商家和消费者也都发现了互联网可以成为两者的纽带， O2O这种新兴的商业模式必将掀起互联网的一个新时代。笔者对互联网O2O模式在婚嫁行业的应用进行了研究，重点研究了传统婚嫁行业和O2O商业模式如何深度结合并实现共赢。 百度爱乐活于2011年底创建并致力于发展本地生活服务O2O平台这一重要的商业模式。我们在研究中发现，O2O模式所涵盖的传统服务行业存在市场庞大、模式不统一、行业标准缺失、消费者不认知等一系列关键性问题，短期内基于所有行业建立一个大平台是很难实现的。因此，笔者从生活领域的入口，婚嫁行业着手，从爱乐活O2O平台的理论综述开始，通过运用企业价值链、波特五力模型和核心资源的分析，从外部和内部、从传统行业角度和互联网角度，对百度爱乐活O2O在婚嫁行业上应用的竞争战略做了详细分析和研究。同时利用财务收益模型和项目管理理论对这种新商业模式的可行性进行了深入研究。 文章中所采用的研究方法、工具和结论对包含婚嫁行业在内的所有传统行业与互联网O2O模式的结合都具有重大的现实意义，并对指导O2O这一模式稳健持续发展具有非常重要的参考价值。
英文摘要：	From the beginning of 2010, with the group purchase business explosive development, Internet has started to impact traditional industries. More and more traditional industries began to pay attention to the changes of Internet could bring to the businesses. Before traditional industries use of Internet was still relatively small and many businesses relied on the traditional marketing channels. But they realized Internet could bring huge return to the business, when the group purchase model appeared. But the group purchase is only a small piece of O2O market and O2O is a much more broader market. O2O is online to offline, is to extend the traditional business information to the Internet and promote their product and services through Internet. Internet becomes to the transaction platform of traditional businesses. This concept is not new, like C-trip and E-long performed very good examples of O2O in air ticket and hotel booking fields. It’s only an online purchase and offline consumption model. Lots of traditional businesses and consumers also found Internet could be a link between online and offline. O2O is a new business model and it will ignite a new era of the Internet. The author’s research covered Wedding industry by using O2O model and focused on traditional wedding industry and how O2O model combined with the depth and achieve a win-win situation. Baidu-Leho was established by end of 2011 and focused on develop local living services platform, O2O important business model. In our study, we found the traditional industries covered by O2O model have a series of critical problems, like huge market, inconsistent model, lack of industry standards, less awareness by consumers. It is very difficult to set up a large platform applied for all industries in a short term. Thus, Author focused on the wedding industry of living field. From Leho O2O platform theory summary as the starting point, he did very detail analysis and research on Leho’s O2O strategy on wedding industry by using enterprise Value chain, Potter’s Five forces model and VRIO resources analysis from different perspectives of internal, external, traditional industries and Internet. At the same time, the article also includes business model feasibility study analysis by using project management theory. The methodology, tools and conclusion of the article has great practical meanings on traditional industries including wedding industry and Internet O2O model combine. It also has critical reference value on O2O model sustainable development.
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