浅析阿里巴巴的O2O布局.doc

摘要:随着我国互联网技术的不断提升，电商行业发展迅猛，阿里巴巴集团作为我国最大的电商，从06年开始涉足O2O电商模式，通过多年的发展，已经成为国内O2O电商模式布局链条最为完善的电商企业。本文重点研究阿里巴巴O2O的布局策略。首先介绍我国O2O电商模式在我国应用及学术研究现状；其次，针对O2O概念、特点、应用现状进行分析；再次，结合具体案例对阿里巴巴的O2O电商模式的布局进行深度剖析，最后深入探究阿里巴巴O2O局部存在的问题及优化思路。通过本文的研究为我国020的发展提供理论依据，为我国电商行业的多业态发展提供保障。

关键词：阿里巴巴 O2O 电商模式 O2O电商模式

ABSTRACT:Along with the continuous increase of Internet technology, electricity industry developing rapidly, Alibaba group, as China's biggest electric company, since 6 years in O2O business model, through years of development, has become a domestic O2O electric business model chain is the most perfect layout electric business enterprise. This paper mainly studies the layout of the Alibaba O2O strategy. First introduced our country O2O electricity mode application in our country and the present situation of academic research; Secondly, in view of the O2O concept, characteristics, application status analysis; Again, combined with the specific case of Alibaba the layout of the O2O electricity business model for depth profiling, finally delve into Alibaba O2O local problems and optimization idea. Through the research of this paper provides the theory basis for the development of the 020, to the electricity industry in our country the development of multiple formats.

Keywords: Alibaba； O2O；electricity business mode；O2O electric business model

本文通过针对阿里巴巴O2O布局进行深入探讨，首先通过对我国O2O电商模式的概念、应用现状、发展过程及与其他电商模式的关系进行分析，继而为本文的研究提供理论依据；其次，通过针对阿里巴巴的O2O电商模式的布局进行分析，剖析阿里巴巴O2O的发展模式；第三通过在针对阿里巴巴O2O发展现状及应用领域进行分析，寻找阿里巴巴在O2O拓展中存在的问题，最后研究阿里巴巴通过“多元化、定位精准、深层次挖掘内在优势”布局O2O未来发展趋势。