With the popularization of the Internet and the development of the mobile Internet, a new-type O2O e-commerce model is generated. After defining the definition of O2O e-commerce model, this paper investigates and analyzes the current status of Chinese application of O2O e-commerce model, and then reveals several main problems such as the gap between the products and services provided by merchants and the expectation of customers, the various integrities of merchants and the simplex business model of O2O websites. In order to promote the healthy development of O2O e-commerce, this paper also propounds such strategies as maintaining the cooperation between physical stores and O2O websites, establishing and improving the credibility system, varying business model of O2O websites, promoting the application of QR code and APP and developing location based service (LBS) in the O2O e-commerce model.
Yue, Guoyou, "The Study of the Application of O2O E-Commerce Model in China" (2016). WHICEB 2016 Proceedings. 51.