作　　者： ; ;

机构地区： 中山大学新华学院

出　　处： 《企业经济》 2017年第2期136-142,共7页

摘　　要： "互联网+"上升为国家战略,成为推动企业转型升级的重要动力,促进了线上与线下的互动融合,使虚拟与实体的边界越来越模糊。"互联网+"拓宽了的O2O内涵,线上与线下的互动融合表现为线上企业线下化与线下企业线上化两种整合模式,其动因分别受到了来自市场竞争、企业自身与消费者等多方面的影响。在实现方式上,线上线下整合模式采用战略联盟、自主经营、混合式等方式,而线下线上整合模式有自建线上平台、加盟线上平台、并购线上平台、混合式等四种实现方式,并呈现出不同的特点。今后,线上与线下的互动融合会进一步朝着定位明确化、平台开放化、模式创新化等方向发展。 ＂Internet Plus＂ rises to be the national strategy, and becomes the important transformation and upgrading motivation for enterprises, which promotes the integration of the online and offline companies and has increasingly blurred the virtual and real corn-pany boundaries. ＂Internet Plus＂ has broadened the connotation of 020 and the interactive fusion reflects that the online businesses become offiine and the offline companies become online. The motivation of interactive fusion comes from the market competition, the enterprise itself and the influence of consumer shopping experience. On the realization of the in- teractive fusion, the online businesses have adopted the modes of strategic alliance, independent operation and hybrid op- eration to become offline, while the oflline companies have adopted the modes of self-building online platform, joining on- line platform, merging online platform and hybrid operation, presenting different characteristics. In the future, the interaction of online and otlline integration will be towards a clear position, open platform and creative pattern.

关 键 词： 线上与线下 互动融合 动因 模式 发展趋势

领　　域： [经济管理]