1摘 要 近年来电子商务发展的越来越好，越来越多传统企业都在寻求互联网化的可能。O2O 亦是 2013 年提出的新兴的观念，主要旨在实现线上线下的信息互通，纯线下交易有信息交流不畅，消费者能接受的信息较少等弊端，将线上和线下的信息整合到一起，有助于增加消费者接受信息的多样性，加快企业营运效率。百果园就是这样一家渴望转型的企业。百果园是一家成立于九十年代的传统线下零售生鲜企业，目前在全国范围内拥有 1500 多家直营门店，拥有自己的果园，于 2016 年年底收购了国内领先的线上 O2O 生鲜企业，并进行了一定的O2O 转型，但效果并不好，主要原因有线上客流量不足，线下宣传营销不足以及没有用户反馈系统。本文通过对现今市面上较活跃的已进行 O2O 改革的企业——永辉超市，苏宁易购，天天果园等企业的 O2O 模式进行分析和学习。然后对百果园进行分析，并对其现有的 O2O 策略进提出改进意见，包括借助第三方线上平台，线下进行适当营销，采取给予优惠措施鼓励用户进行线上评论反馈等。关键词：电子商务；生鲜农产品；O2O2Abstract Electronic commerce development is getting better and better in recent years, more and more enterprises are seeking traditional Internet possible. O2O is also put forward in 2013 emerging concept, mainly aims to realize the online information, pure offline deal with poor communication, consumers can accept less information disadvantages, such as, the information of online and offline together, help to increase the consumers to accept the diversity of information, accelerate the operating efficiency of enterprises. The orchard is such a longing for transformation of enterprise. Orchard is a company founded in ninety s, the traditional offline retail fresh enterprise, currently has more than 1500 retail outlets across the country, have their own orchard, bought at the end of 2016, a leading online O2O fresh enterprises, and has carried on the certain O2O transformation, but the effect is not good, the main reason for the traffic on the cable is...
