随着移动互联网和手机支付的普及，基于O2O模式的共享经济作为一种新型 合作经济不断拓展并迅速壮大，成为极具前景的新经济形态。可以说O2O代表了 一种全新的理念，也是当前经济模式与通信模式共同进步带来的结果。人们通过 发达的通信业来实现信息交换，进而实现了物品的互通有无。这是一种资源优化 的结果，也是当代社会发展所带来资源优化配置的必然需求。 所谓共享经济，即采用互联网等信息技术，通过整合与分享闲置的资源来满 足各种多样化需求的一种经济型活动的总称。与传统化的经济相比，这种共享型 的经济拥有“三高三低”的优势，其中三高分别为高效率、高体验、高可信；而 三低为低成本、低门槛，以及低污染。本文以共享经济商业模式为研究对象，运 用文献法、访谈法和案例分析法等研究方法，以滴滴出行为例，对O2O、共享经 济的发展背景进行分析，阐述共享经济商业模式相关理论，从平台驱动因素、产 业价值链主体、运营模式、风险控制等方面分析基于O2O视角的共享经济商业模 式的现状。研究认为滴滴出行当前的商业模式具有先进性和代表性，是未来商业 模式发展的方向之一。同时也指出了其存在的问题，主要包括信用体系不完善、 营销推广渠道单一、产品同质化竞争加剧、客户服务体系不完善、与现行法律法 规和政策不适应等。通过对于这些问题的分析，最后从完善信用体系、加大平台 推广、创新营销方式、发挥闲置产能、改善监管体系、强化分工协作等方面，对 于完善共享型企业商业模式提出了对策建议。 关键词：共享经济；O2O;滴滴出行；商业模式 Abstract II Abstract WiththepopularizationofmobileInternetandmobilepayment,thesharing economybasedonthemodeofO2O,asanewtypeofcooperativeeconomy,hasbeen expandingandgrowingrapidly,andhasbecomeaneweconomicformwithgreat prospects.ItcanbesaidthatO2Orepresentsanewconceptandisalsotheresultofthe commonprogressofthecurrenteconomicmodelandcommunicationmodel.People exchangeinformationthroughthedevelopedcommunicationindustry,andthenrealize theexchangeofgoods.Overall,theO2Omodelrepresentsaresultofresource optimization,anditisalsoaninevitablerequirementofresourceoptimalallocation broughtaboutbycontemporarysocialdevelopment. Theso-calledsharedeconomyreferstotheeconomicactivitythatusesinformation technology,suchastheInternet,tomeetdiverseneedsbyintegratingandsharingidle resourcesparedwiththetraditionaleconomy,thissharedeconomyhasthe advantagesof"threelowsandthreehighs".Thethreehighsarehighefficiency,high experienceandhighcredibility,whilethethreelowsarelowcost,lowthresholdandlow pollution.Thispapertakesthebusinessmodelofsharedeconomyastheresearchobject, usesthemethodsofliterature,interviewandcaseanalysis,andtakesthedrip-out behaviorasanexampletoanalyzethebackgroundofthedevelopmentofO2Oand sharedeconomy,elaboratestherelatedtheoryofsharedeconomybusinessmodel,and analysesthesharingeconomybasedonO2Ofromtheaspectsofplatformdriving factors,themainbodyofindustrialvaluechain,operationmodeandriskcontrol.The currentsituationofDiDi'sbusinessmodel.Thecurrentbusinessmodelofdriptravelis advancedandrepresentative.Atthesametime,theexistingproblemsarepointedout, includingimperfectcreditsystem,singlemarketingchannel,intensifiedcompetitionof producthomogeneity,imperfectcustomerservicesystem,andinadaptabilitytocurrent laws,regulationsandpolicies.Throughtheanalysisoftheseproblems,fromtheaspects ofperfectingcreditsystem,expandingplatformpromotion,innovatingmarketing Abstract III methods,exertingidlecapacity,improvingsupervisionsystem,strengtheningdivision oflaborandcooperation,thepaperalsoputsforwardsomecountermeasuresand suggestionsforimprovingthebusinessmodelofsharedenterprises. Keywords:sharingeconomy;O2O;DiDi;businessmode 目录 IV 目录 摘要.............................................................................................................................Ⅰ Abstract.........................................................................................................................Ⅱ 第1章绪论.....................................................................................................................1 1.1研究背景及意义.................................................................................................1 1.1.1研究背景..................................................................................................1 1.1.2研究意义..................................................................................................3 1.2国内外研究综述.................................................................................................4 1.2.1关于共享经济的研究..............................................................................4 1.2.2关于O2O模式的研究..............................................................................6 1.2.3关于商业模式的研究..............................................................................8 1.2.4文献述评..................................................................................................9 1.3研究思路、内容和方法..................................................................................10 1.3.1研究思路...............................................................................................10 1.3.2研究内容...............................................................................................10 1.3.3研究方法...............................................................................................11 1.4论文创新点......................................................................................................12 第2章相关概念、理论和政策.................................................................................13 2.1O2O相关概念和理论.......................................................................................13 2.1.1020模式的概念....................................................................................13 2.1.2O2O模式的要素....................................................................................13 2.1.3O2O模式的特点....................................................................................14 2.1.4O2O模式的营运模式............................................................................15 2.2共享经济相关概念和理论...............................................................................15 2.2.1共享经济的内涵和特点........................................................................15 2.2.2共享经济理论分析................................................................................17 2.2.3共享经济视角下的合作方式................................................................20 2.3共享经济商业模式分析...................................................................................22 2.3.1商业模式和共享经济商业模式的内涵................................................22 2.3.2共享经济商业模式的驱动要素............................................................23 2.3.3共享经济商业模式产业价值链主体....................................................25 2.3.4共享经济的盈利模式............................................................................26 目录 V 2.3.5共享经济商业模式的风险控制............................................................26 2.4共享经济相关政策...........................................................................................27 2.5本章小结...........................................................................................................28 第3章滴滴出行的演进及其商业模式分析...............................................................29 3.1共享经济的案例选取......................................................................................29 3.1.1交通领域的选取....................................................................................29 3.1.2交通领域中出行平台的选取................................................................30 3.2滴滴出行发展历程及发展动因分析..............................................................32 3.2.1滴滴出行发展历程................................................................................32 3.2.2滴滴出行发展动因................................................................................34 3.3滴滴出行商业模式分析..................................................................................35 3.3.1滴滴出行商业模式的发展驱动因素.........................