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http://dx.doi.org/10.14400/JDC.2015.13.6.105

Online to Offline Convergent Ecosystem: a Case Study of Dianping.com  

Zhang, Chao (Dept. of Digital Management, Korea University)
Wan, Lili (Dept. of Business Administration, Hankuk University of Foreign Studies)
Publication Information
Journal of Digital Convergence / v.13, no.6, 2015 , pp. 105-111 More about this Journal
Abstract
In this highly competitive century, selling products and service through Internet and smart phones offers both opportunities and challenges. Online commerce is expanding it's wings to the offline market. The connection between online market and offline market is called O2O(Offline to Online) market. In this study we examine the best practice case study of an Internet company's successful efforts to connect users and offline merchants. Based on Dianping.com success story in China, a successful framework for building online to offline ecosystem is examined. Dianping.com successful experience may provide suggestions for other online companies operate in the convergent field.
Keywords
Customer review; Group buying; social commerce; O2O commerce; Convergence;
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