The Elements of “Door to Door” O2O Business Model and Their Relationship: An Explorative Research

Abstract

Abstract:

Although "door to door" O2O model, as a new business model of electronic commerce, receives much concern from both practitioners and scholars, the elements and their relationships are not defined clearly. Drawing upon 3 leading players in China's ecommerce sector:Eleme, Tidy Washing and Didi, this paper induces three elements:value proposition (including key service and door to door service), value creating network (including network member, key operation process and key resource) and value realization (including structure of cost and source of revenue) through coding approach of Grounded Theory. The relationships between value proposition and value creating network are mechanism of value realization and mechanism of adjusting value proposition. The relationships between value creating network and value realization are mechanism of revenue distribution and mechanism of adjusting revenue distribution. These relationships are induced from dynamic perspective.

Key words: "Door to Door", O2O, business model, exploitive innovation, explorative innovation

Kong Dong, Zuo Meiyun, Sun Kai. The Elements of “Door to Door” O2O Business Model and Their Relationship: An Explorative Research[J]. , 2016, 28(12): 244-257.

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