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本文基于双边市场理论,对O2O应用平台进行了研究。本文首先通过与B2C的比较,说明了O2O模式中“线上营销”与“线下实体”的合作关系;其次分析了O2O模式的发展现状,分别从消费者与商家的角度阐述了O2O优势,并指出了O2O模式存在的问题:由于“线上信息”与“线下服务”的不对称,使消费者失去了对商家的信任,最终放弃O2O带来的便利;最后,文章针对分析出的问题,提出了加强政府监管,提高商家入驻门槛等解决措施。
Based on the theory of bilateral market, this paper studies O2O application platform. This paper firstly illustrates the cooperation relationship between “online marketing” and “offline entity” in O2O mode by comparing with B2C; secondly, it analyzes the current development of O2O mode from the angle of consumers and merchants And pointed out the problems of O2O model. Because of the asymmetry between “online information” and “offline service”, consumers lose the trust to the merchant and eventually abandon the convenience brought by O2O At last, the article puts forward some measures to strengthen the supervision of government and improve the threshold of business entry for the problems analyzed.