Research on the Factors Affecting the O2O Platform of Fresh Products Manufacturer Based on Grounded Theory

Abstract：In recent years，though fresh e- commerce market has shown a rapid growth trend，because of the influence of such characteristics as high logistics related cost，and the small scale of online industry，most manufacturers are in a state of loss. Therefore，adopting the new retail mode of O2O integration can accelerate the process of O2O platforms for fresh products manufacturers，which can improve the performance of fresh e-commerce companies. Through in-depth interviews and grounded theory，the author explores the key factors affecting the platforms of fresh product manufacturers O2O. It is found that the factors of environment，product，platform and users are the key to have important affect on the platform of fresh products manufacturers； and each factor plays the role in driving，guaranteeing，supporting，and leading，respectively. Only with the consideration of these factors，the fully understanding of environment，the controlling of product quality standard and source，the increasing of platform flow，and the guarantee of consumers’right，will we safeguard the sustainable and stable operation of the platforms. So to promote the development of fresh product manufacturers’platform，we should start from such four aspects as platform service mode，marketing strategy，management method and information sharing，enhance the competitiveness by providing value-added service，increase users’stickness by perfecting marketing strategy，strengthen quality supervision by optimizing management method，and realize information sharing by establishing integrated information flow.

Key words：fresh producer；O2O platform；Grounded Theory；environment-platform-product-user