Research on Business Model Optimization of Physical Retailers Under O2O Background

小礼品，以实在的福利将线下客流引流到线上。在线上购买中提供线下消费的优惠券或线下服务，允许消费者自行选取线下店铺对商品进行查验并决定自提还是快递，将线上客流引流到线下，完善线上和线下会员管理制度。

参考文献： [1]李骏阳.当前我国零售行业发展态势和供给侧改革[J].中

国流通经济，2016，30（11）：5-11.

[2]2015

年前三季度重点大型零售企业主要商品销售情况[EB/OL].（2015- 11- 05）. http：//www.askci.com/news/分析chanye/2015/11/05/91724xfk1.shtml.

[3]WANG M F，SHAN L U.Exploring the spatial organization of online retailing：a case study of dangdang.com[J].Geo⁃ graphical research，2011，30（6）：965-976.

[4]AMROUCHE N，YAN R L.A manufacturer distribution is⁃ sue：how to manage an online and a traditional retailer[J]. Annals of operations research，2016，244（2）：257-294. [5]HUANG J S， PANSL ，LIU J.Boundary permeability and on⁃ line–offline hybrid organization：a case study of Suning，Chi⁃ na[J].Information & management，2016，54（3）：304-316.

[6]LI Z， LUQ ，TALEBIAN M.Online versus bricks-and-mor⁃ tar retailing：a comparison of price，assortment and delivery time[J].International journal of production research，2012，53 （13）：3 823-3 835.

[7]CAO L L.Business model transformation in moving to a cross- channel retail strategy：a case study[J].International journal of electronic commerce，2013，18（4）：69-96. [8]胡海清，许垒.电子商务模式对消费者线上购买行为的影

响研究[J]. 软科学，2011，25（10）：135-140.

（College of Economics and Management，China Agricultural University；Beijing100083，China） Abstract：Under the background of rapid development of Internet，the essence of the mode integration of online and offline retailers in our country is the adjustment and optimization of business model based on the changes of consumer demand and external environment. Based on the elements of the business model and the linkage mechanism of each element，this paper analyzes how the other key factors should be adjusted and dealt with in order to achieve the optimization of the business model after the entity retailer increases the online model. And from the perspective of the consumer，with 990 copies of questionnaire were collected from Beijing，Shanghai，Hangzhou six city，analysis of the characteristics of consumer buying behavior，proposed a retailer business model related elements of the adjustment of targeted countermeasures and suggestions. Research shows that：the quality of goods is the most important factor affecting consumer purchase；consumer satisfaction of online goods continue to improve，but the absolute price advantage in the weak；consumers of physical goods quality，pre-sales and purchasing experience satisfaction were higher than that of the Internet，but there are still some room for improvement. Retailers should optimize their business models in terms of customer segmentation，customer relations，sales promotion，and important cooperation.

Key words：Online to Offline；Physical Retailers；Electricity Suppliers；Business Models