Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Online to Offline Convergent Ecosystem: a Case Study of Dianping.com

온라인과 오프라인을 융북합 생태계: Dianping.com 사례연구

  • Zhang, Chao (Dept. of Digital Management, Korea University) ;
  • Wan, Lili (Dept. of Business Administration, Hankuk University of Foreign Studies)
  • 장차오 (고려대학교 디지털경영학과) ;
  • 완리리 (한국외국어대학교 경영학과)
  • Received : 2015.04.03
  • Accepted : 2015.06.20
  • Published : 2015.06.28
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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.

경쟁이 치열한 세기에 다양한 제품과 서비스를 인터넷과 스마트 폰을 통해 판매하는 기회와 도전이 모두 존재한다. 온라인 서비스들은 더 이상 온라인에만 머물지 않으려 하며, 더 큰 시장이 있는 오프라인 시장으로 영역을 확대하고 있다. 온라인 상거래 시장과 오프라인 상거래 시장이 합쳐지는 교집합 영역을 O2O(Online to Offilne) 시장이라고 볼 때, 모바일과 인터넷 기술의 발전으로 교집합인 O2O영역이 점차 늘고 있다. 이 연구는 사용자와 오프라인 가맹점을 연결하는 인터넷 회사의 성공적인 노력의 모범 사례를 통해서 사례 연구를 진행한다. 중국 Dianping.com 성공 사례를 바탕으로, 오프라인과 온라인 효과적으로 연결된 생태계를 구축하기 위한 프레임 워크를 분석한다. Dianping.com 10년 넘게 싸여있는 성공 경험이 다른 융복합 분야에서 운영하는 온라인 기업들에게 유용한 경험담을 제공 할 수 있다.

Keywords

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