| 摘要: |
| 自20世纪90年代以来，电子商务在全球迅猛发展并掀起一场新的商业革命。与此同时，业界不断在探索新的电子商务模式，近年来O2O(online to offline/ offline to online)模式受到高度重视，并以爆棚式速度发展。O2O模式改变了原有电子商务环境下供应链的结构和特征，使供应链成员间的竞合博弈关系变得更为复杂，供应链管理的难度进一步加大。鉴于此，采用系统综述的方法，结合O2O模式的不同表现形式，从线上到线下、线下到线上、线上线下融合等3个方面对O2O供应链管理领域的文献进行梳理，旨在丰富和充实有关O2O供应链管理的理论研究成果，为渠道融合背景下线上线下渠道合作提供理论支撑。 |
| 关键词: O2O OAO 供应链管理 渠道融合 电子商务 |
| DOI： |
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| A Literature Review and Future Research of O2O Supply Chain Management |
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LI Meng-li
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School of Management, Zhengzhou University, Zhengzhou 450001, China
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| Abstract: |
| Since the 1990s, e-commerce has developed rapidly around the world and raised a new commercial revolution. Meanwhile, the industry keeps exploring new e-commerce models. In recent years, the O2O (online to offline/offline to online) model has been highly valued and developed fast. The O2O model changes the structure and characteristics of the original supply chain under the e-commerce environment, and makes the competition and cooperation game relationship among the supply chain members more complex, which further increases the difficulty of supply chain management. Based on the background mentioned above, this paper conducts a systematic literature review. Taking into account the different forms of O2O models, this paper reviews the literature in the field of O2O supply chain management from three aspects: from online to offline, from offline to online, and the integration of online and offline. The purpose of this article is to enrich the theoretical research results on O2O supply chain management and provide theoretical support for the cooperation between online and offline channels under the background of channel integration. |
| Key words: O2O OAO supply chain management channel integration e-commerce |
