O2O商业模式
究竟什么是O2O？
2013年美国打造了最诱人的商业模式O2O即Online To Offline，是为用户提供以互联网平台方式为入口的一站式从线上到线下服务闭环体验的集合。
O2O是对原有线下既有的完整体验的补充和升级，本质上而言就是Offline的业务场景是本来就存在的，比如衣食住行之类，通过互联网实现去中介化和消除原有的信息不对称从而实现对原有Offline业务场景的颠覆和升级。与传统电子商务不同的是，电商主要依靠物流快递把消费体验和标的产品送到消费者手中，但O2O则是通过互联网的方式，从线上到线下的具体场景下的服务体验的集合。
O2O是以用户为中心来打造自己的服务体系，而并不是产品为中心的。随着互联网的高速发展，O2O不仅受到企业追捧，更是已融入我们生活，如直销、服务、零售、金融、出行、婚庆、家居、餐饮、医疗、旅游等等，几乎涵盖生活中的衣食住行的方方面面。
各大电商、互联网企业也一直在为真正实现O2O而努力，阿里巴巴与苏宁、京东与永辉超市及苏宁与万达等线上线下的合作，都证实了O2O关系到现代化大公司的生死存亡。
纵观商业界历史风云变幻，新一轮商业角逐必将在家政服务、敬老养生、“大健康”产业等行业中产生。
例如：绿叶日用品、华林酸碱平衡调理养生、e家洁、阿姨帮、阿姨来了、懒人家政、懒到家、云家政、荣昌e袋洗、泰笛、干洗客、58月嫂、58到家、家政无忧等。e家洁成为目前唯一一家成功跨入C轮的创业公司，巨头们也于2014年纷纷开始布局上门家政服务。家政服务的商业模式主要分为“做直营”、“做平台”和“加盟式直营”三种。其中直营模式具体可分为两种，一种是如e家洁、阿姨帮、58到家为代表的C2C模式，一种是如阿姨来了、管家帮为代表的经纪人模式；云家政为B2C平台模式；家政无忧为加盟式直营模式；懒人家政为另外一种商业模式，类似于阿姨的招聘平台，可以理解为共享经济下的家政服务，一种较轻的模式，能合理配置社会上的阿姨资源，但较难打通雇主和阿姨之间的信任度。绿叶日用品、华林酸碱平衡调理养生都是依托国家倡导的“大健康”产业，结合公司自身核心技术打造的新直销商业模式，完全可以用O2O模式运作。
为了便于理解非O2O三种模式，以一些代表性企业为例列表如下：
就资本层面而言，O2O是一场资本的饕餮盛宴。凡是有线下服务场景体验的，就存在可O2O创业的可能性，很多线下的服务场景普遍存在信息不对称，中间环节过多，资源配置效率低，可以通过O2O的方式浩浩汤汤地进行颠覆。正如我们所见，被颠覆的并不仅是衣食住行那么简单。传统零售、生活服务、医疗、教育等领域均在被O2O渗透，吃饭用大众点评、开房用携程、叫车用滴滴车行、保洁找58到家等等。
利用资本的助推大规模跑马圈地，培育市场，并且将传统即固有的线下服务体验以互联网的方式重新整合包装提供给消费者，从而形成价值，在市场具备规模且成熟时，进行收割，即并购，如滴滴快的、58赶集，以及最近疯传的美团和大众点评的案例，不胜枚举。
O2O是重运营、重线下体验的产品形态，不同于工具类产品和线上社区社交类等产品，并且O2O的核心在于，用户消费和体验行为的可记录到可衡量再到可预测，基于这些行为沉淀聚合而成的数据最终形成海量的用户消费和体验下的数据库，进一步可以通过合理的策略来挖掘和预测的策略来预判市场，优化体验，树立门槛。
O2O的本质是什么？
O2O的本质是什么？有人说O2O是应用场景的个性化分析，O2O能精准定位用户的个性化需求并且提供服务，比如上门美甲、上门按摩或外卖；有人说O2O是连接线上和线下的完美结合，O2O能完成电子商务向线下服务的衍生，最大特色就是提供同城服务，突破异地商品不变送达的限制，比如日用品直销、调理养生服务、鲜果配送、鲜蔬配送、熟食配送等等；
这个世界欠O2O一个精准的定义，以致于每个人都对O2O有着不同的理解。O2O不论以什么形式存在，本质是在贩卖标准化、可量化的特色服务，总结起来就是一句话：需求可以个性化，但是商品（服务）必须标准化。电商时代的繁荣得益于互联网的兴起和传统商品标准化的不断深入，消费者根据商品的描述就可以判断商品是否是自己想要的，可供网上销售的商品基本不会出现极大的差异化，就算出现了质量差异，电商也提供了7天退换、极速退款等保障消费者权益的措施，这些举措消除了消费者对线上购物的心理壁垒，可选性和便利性极大刺激了消费者网上购物的欲望。随着5G时代的到来，线上科技高速发展更加激励O2O消费，未来如何将提供的服务标准化、细化、量化就成了O2O行业亟需解决的问题，O2O不仅仅是把东西送到消费者的家中这么简单，如何细化服务的每个环节，让服务商进行服务的门槛降低，如何量化服务的质量和内容，让消费者通过线上就能对服务商提供的O2O商品或服务有心理考量标准。
作为一个观察者，我看好O2O时代的京东。因为京东的血里就有O2O的基因，而且这些基因或许会成为京东在下个10年制胜的关键。独立平台，自营业务的优势将会在O2O时代进一步扩大，我们不妨畅想一下，京东建立的标准化仓储、高效的物流配送体系如何转化成标准化的上门服务？线上选择、线上支付是核心，线下体验店、便利店、特色服务是关键，整合线上交易与线下服务，变直销商为服务商、变消费者为消费商，快速“裂变”倍增业绩和财富积累，将O2O商业模式不二选择和商业使命。
O2O也是智能营销不可或缺的组成部分
正如大大小小的O2O生态圈需要“智能化”一样，智能营销同样离不开O2O，O2O模式也将是智能营销生态中不可或缺的组成部分。线上线下的打通，更有利于数据的积累和大数据分析，也让数字营销的方法和策略更全面、更多样。
智能营销，重点在于以技术驱动营销，以提升营销的效率，带来更好的效果。目前企业O2O化服务也在不断深入，例如从企业营销到运营管理中的各个环节全面实现线上线下对接式的服务，即将O2O融入到企业的日常运营流程和管理中，使企业O2O营销的“智能化”进行到底。
首先，云计算是跨平台、跨屏、跨终端的有力支撑，也是打通各个环节和平台数据的最有力手段。例如，借助基于云计算的全平台DSP可以实现PC端及移动端之间的数据互通，普通消费者往往会在线上获取信息，直接线上支付后，再到实体店使用移动终端取货即可。这一流程通过O2O的方式被完美串联起来，并进行顺畅的数据互通，是O2O营销最为理想的模式。
其次，大数据为数据的挖掘、分析及应用等提供了最有力的支持，可实现实时数据互动及分析，使得线上线下达到完全的数据统一。同时，在大数据的帮助下，可以实现大量的数据积累，为日后数据监测做准备，也为O2O营销提供便利。
然后，随着线上线下的数据互通，每个O2O服务提供商也随之形成一个信息整合、数据整合、服务整合、体验整合的枢纽平台，甚至未来中间环节也将慢慢消亡，从而形成厂家—研发—终端—消费者的可持续闭环的“新零售”、“新直销”。
最后，物联网、人工智能等技术也在不断推动互联网的发展，推动各行各业走向“智能化”革命，而O2O营销的“智能化”也已经迫在眉睫。
未来，O2O必将成为各行各业布局或转型的重中之重，同时营销也肯定在O2O布局中占有一席之地，也是O2O全局中至关重要的一环。现在智能营销理念已经融入数字营销行业，随着5G及AI的到来O2O营销的智能化升级想必也只是时间问题，你准备好了吗?
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