便利视角下中国O2O模式的演进路径研究

O2O模式在中国商品流通领域的发展围绕着如何更好地满足消费便利性而展开。由商品信息搜寻及比较、买卖双方信息交互、购买支付方式、商品获得和退换货等构成的五大便利维度恰好涵盖了整个购物过程。五大便利维度在发展中呈现出不均衡性，对O2O模式的发展带来不同的阶段性影响并表现为一定的函数关系。这一函数关系的变化轨迹刻画了中国O2O模式不断发展的客观路径：以互联网技术的进步和应用普及为起点，逐步经历了支付方式变革、物流配送业快速发展等所带来的便利的改善，进而促进了O2O模式的繁荣。O2O模式让消费更便利的本质是如何更快更好地将商品或服务传递给消费者，完成商品使用价值和价值的相互转换，高效实现全社会扩大再生产的良性循环。这一过程中，互联网技术为O2O模式的形成和发展提供了起点和支撑，“门到门”的物流配送业则成为O2O模式发展的“天花板”，二者的发展状况共同构成了O2O模式的发展通道；在此通道内，改善便利的导向将继续引领O2O模式的发展。

On the Evolution of O2O Model in China:A Convenience Perspective

The development of the O2O (online to offline) model in the field of commodity circulation in China centers around how to better meet the demand of consumer convenience.The five dimensions of convenience,covering exactly the whole purchasing processes of information searching and product comparing,information exchanging between sellers and buyers,payment,delivery,and returning or refunding,are unbalanced in their own development and are of certain functional relationship in different development stages of the O2O model.The changing trajectory of this function relationship describes the objective path of China's growing O2O model:the booming O2O model is promoted by the improvement of convenience in the evolution of payment methods and the development of logistics and delivery based on the rapid advancement and popularity of Internet-based IT technology.The essence of the convenience in this model is how to better and faster deliver the product or service to the customers and interconvert value-in-use and value of commodities so as to achieve a virtuous circle of expanded reproduction in the whole society effectively.In this process,the Internet-based IT technology——the base and backbone of the O2O model,and the "door to door" delivery——the "ceiling" of the O2O model construct a development channel,within which convenience-oriented improvement leads to the further development of the O2O model.