【作者】 刘晶；

【导师】 刘希珍；

【作者基本信息】 天津大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 近年来,O2O模式成为关注焦点。网络公司巨头们积极布局,竞争形势呈现白热化。最受关注的O2O服务领域是生活服务领域,其市场体量大,用户群体对多,可拓展空间广泛。由于多方面因素对线上线下经营市场的宏观环境的正面引导作用,线上线下商务趋向爆发式发展。除以O2O模式起家的大众点评外,其他巨头公司,如百度、阿里巴巴、腾讯等也纷纷在该领域加大投入力度,一方面建立综合服务类平台,一方面在垂直细分领域抢夺市场,爆发烧钱大战,最典型的有滴滴与快的。激烈的竞争使O2O领域的相关理论和实践得到了快速的发展。该模式的核心理论内容是五阶段闭合模型,即引流、转化、消费、反馈、留存。各个环节紧密联系,相互影响。目前来看,仅有通过完善正向闭合循环,才可以建立完整的线上线下商务生态结构。面对其他竞争对手的布局,O2O模式下运营的大众点评网也在积极探索其发展之路:内部改革,外部合作、投资,拓展新领域市场等等。但面对强大的竞争对手,几乎相似的发展模式,大众点评需要做出新的战略布局,提升企业竞争力,力求获得更高的市场份额,进而获得可持续发展。本文研究的核心内容:大众点评如何在O2O的模式下,和激烈的市场竞争下,进一步开展战略布局。首先通过对O2O模式等相关理论和基本内容作基本的介绍,然后分析大众点评自身,用PEST、五力竞争模型等对大众点评的外部环境进行分析,最后通过SWOT分析法分析综合提出大众点评下一步的发展布局的提升策略。更多还原

【Abstract】 In recent years,O2 O model has become the focus of attention.Major Internet Co have layout,market competitiveness.The most concerned about the field of O2 O services is the field of life services,the market is large,user groups to more,can expand a wide range of space.With the policy,economy,society,technology and other factors on the O2 O market,the positive impact of the macro environment,O2 O business presents a blowout type development.By dividing the o2 o mode started public comment and other giants,such as Baidu,Alibaba,Tencent,and have also in the field increase investment,on the one hand to establish comprehensive service platform,on the one hand in the vertical segments grab the market,burn war broke out,the most typical is drops and quick.Fierce competition makes the relevant theory and practice in the field of O2 O has been developed rapidly.The core theory of this model is the five stage closure model,which is the drainage,conversion,consumption,feedback and retention.Each link is closely related to each other.Only the formation of positive closed loop,in order to form a complete O2 O ecological model.In the face of other competitors in the layout,O2 O mode operation of the public comment network is also actively exploring the way of its development: internal reform,external cooperation,investment,expand new areas of the market,etc..But in the face of strong competitors,almost similar development model,the public comment on the need to make a new strategic layout,enhance the competitiveness of enterprises,and strive to obtain a higher market share,and then get the sustainable development.The core content of this paper is how to further develop the strategic layout of the public comment on how to carry out the O2 O model.First through the basic introduction to o2 o mode and public comment on its understanding of related theory and the basic situation is introduced,then pest and SWOT analysis method is used to o2 o industry competition situation and development trend analysis,the comparison shows slightly better potential public comment.At last,based on the analysis of proposed strategies for improving the layout of the next step development.更多还原