数字化背景下我国电子商务商业模式的创新路径研究——基于美团O2O商业模式的案例分析

A Study on Innovation Path of E-Commerce Business Model in China under Digital Back-ground—Case Analysis Based on Meituan O2O Business Model

摘要: 数字化环境下，大数据冲击着互联网的生态圈，同时也给与互联网企业再一次起程的风口。近年来，电子商务的商业模式在不断创新，以门户网站，零售商，市场经纪等传统商业模式为主业务的领域都出现了不可撼动的互联网巨头。美团，支付宝等开始致力于O2O (online to offline)新商业模式的搭建，本文以数字化背景为视角，以美团的O2O为典型案例，通过搭建O2O商业模式的价值创造模型等分析美团O2O模式下的主营业务的模型构成。结果表明：O2O模式下，企业发展业务可从对消费者的公信力以及平台流量资源入手；同时，企业也可考虑业务模式的多样化，做好战略管理。本文对我国电子商务的数字化转型，推进我国互联网企业商业模式的创新具有重要意义。

Abstract: In the digital environment, big data impact the Internet Ecosystem and give Internet enterprises a chance to start again. In recent years, the business model of e-commerce has been constantly inno-vated. In the field of traditional business models such as portal websites, retailers, market brokers, etc., there have been unshakable Internet giants. Meituan, Alipay, etc. have begun to build a new business model of O2O (online to offline). This paper takes the digital background as the perspec-tive, takes Meituan’s O2O as a typical case, and analyzes the model composition of Meituan’s main business under the O2O mode by building the value creation model of the O2O business model. The results show that under the O2O mode, enterprises can develop business from the credibility of consumers and platform traffic resources. At the same time, enterprises can also consider the di-versification of business models and do a good job in strategic management. This paper is of great significance to the digital transformation of China’s e-commerce and the innovation of China’s In-ternet enterprise business model.