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A study on the O2O Commerce Business Process with Business Model Canvas
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논문 기본 정보

Type
Academic journal
Author
Journal
한국유통과학회 유통과학연구 유통과학연구 제18권 제5호 KCI Accredited Journals
Published
2020.1
Pages
89 - 98 (10page)

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A study on the O2O Commerce Business Process with Business Model Canvas
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Abstract· Keywords

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Purpose: The growth of online commerce is now becoming a major threat and a new opportunity for retailers. Existing offline retailers struggle to cope with new online retailers' threats by utilizing offline infrastructure. Besides, online retailers expand their online strengths to offline sales by opening their offline stores. Many retailers are paying close attention to the O2O business and the resulting changes. Thus, this research focuses on the O2O business model and process that retailers can adopt. Research design, data and methodology: Considering the features of products that retailers sell, this paper divides O2O business process with the following criteria: delivery leadtime and delivery area. And This research uses the business model canvas to define the features of O2O commerce business process. This paper also uses nine key elements in the business model canvas for analyzing the structure of O2O commerce business. Results: This paper suggests the delivery model of retailers respond to offline customer orders and summarizes the following results. (1) Considering characteristics such as logistics process, delivery area, and product type, we define the features of O2O business models: wide-area (warehouse) based O2O business model, regional area (store) based O2O business model and time-separated O2O business model. (2) This study checks the availability of the business model through the business cases of O2O business models. (3) This study also analyzes the O2O business model of domestic retail companies by the factors defined in the business model canvas. Conclusions: Retailers can adopt the O2O business process to fit their business requirements and strategy. The online retailers who deal with normal consumer products mainly have the wide-area based O2O business model. The wide-area based O2O business model can be suitable for retailers who manage inventory centrally. The time-separated O2O business model can be a good solution for fresh food retailers to operate the logistics process efficiently. And to shorten the delivery lead-time of fresh foods, the regional area based O2O business model can be fit to the retailer that utilizes its offline logistics or sales infrastructure. It may be much more important for retailers to share the inventory information with other branches and to change the role of offline stores.

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References (20)

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Chompoonut Amchang / 2018 / Designing a Distribution Network for Faster Delivery of Online Retailing : A Case Study in Bangkok, Thailand / 산경연구논집 9(5):25~35 dbpia Christopher, M. / 2001 / An Integrated Model for the Design of Agile Supply Chains / International Journal of Physical Distribution and Logistics Management 13(4):235~246 google schola 정연주 / 2011 / 공급사슬 유형과 재고관리 전략의 전략적 적합성 / 경영교육연구 26(1):127~157 dbpia Byung-Mo Coo / 2018 / A Study on Customer Satisfaction Factors of Supply Chain Management Support Center(SCSC) / 산경연구논집 9(2):27~38 dbpia Fisher, M. / 1997 / What Is the Right Supply Chain for Your Product? / Harvard Business Review :105~116 google schola

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