摘 要O2O（online to offline），是电子商务的一种模式,即线上到线下,它把互联网与实体店联合起来，使消费者线上交易，线下消费体验。这些年来，O2O电子商务模式的发展也越来越快，显示出强大的生命力和商业价值。O2O 模式的出现，给消费者带来不少的便利，打破了以往的传统消费观，也给商家带来了前所未有的商机。渐渐地，O2O 已发展成为我国电子商务的支柱之一。但在发展过程中，也出现了不少问题。因此，我们应该不断完善这种模式的建设，推动电子商务的新兴发展。结合以上，本文旨在探索 O2O 的发展前景，分析 O2O 电子商务模式的发展现状以及发展存在的问题，并对于目前的发展瓶颈提出相应的对策。关键词：O2O 模式；发展瓶颈；对策IABSTRACTO2O (online to offline) is a mode of e-commerce, that is, online to offline, it combines the Internet with physical stores to enable consumers to trade online and offline consumption experience. Over the years, the development of the O2O e-commerce model has become faster and faster, showing strong vitality and commercial value.The emergence of the O2O model has brought a lot of convenience to consumers, breaking the traditional view of consumption in the past and also bringing unprecedented business opportunities to businesses. Gradually, O2O has developed into one of the pillars of e-commerce in China. But in the course of development, many problems have also arisen. Therefore, we should constantly improve the construction of this model to promote the emerging development of e-commerce.Combining the above, this article aims to explore the development prospects of O2O, analyze the development status and existing problems of the O2O e-commerce model, and propose corresponding countermeasures to the current development bottlenecks.Key words: O2O model；Development bottleneck；CountermeasureII目 录一、引言..................................................1（一）选题背景及意义.....................................
