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笔者以“互联网+”环境下O2O平台为研究对象,通过竞争、目标客户、平台载体、终端选择、平台建设几大方面进行对比分析。结果表明:不同的产品搭借不同的销售平台,借用互联网的信息网络,与大型物流公司和社区连锁进行资源的最优分配,可以实现农畜产品电商的创新营销。据此提出,O2O平台发展最有前途的是连锁社区的生鲜便利店与大型超商的特色优选农产品。
The author takes O2O platform under the environment of “Internet + ” as the research object, and makes comparative analysis through competition, target customers, platform carriers, terminal selection and platform construction. The results show that different products take advantage of different sales platforms, borrow Internet information network, and chain with large logistics companies and communities for the optimal distribution of resources, which can realize the innovative marketing of agro-products e-commerce. Accordingly, the most promising development of the O2O platform is the chain of fresh produce convenience stores and large supermarkets featuring the preferred agricultural products.