Abstract
The home decoration industry is an important branch of the building decoration industry, with a large demand and good market development prospects. However, in today's era when all sectors are accelerating the internet transformation, the Internet reform in the home decoration industry is significantly lagging behind. Not only does it lack the attention of theoretical research, but there are also many unresolved problems in practice, making it impossible to obtain new opportunities through Internet business model innovation. Competitive Advantage. In order to fill the theoretical gap and provide a practical response to the pressing needs, this study focuses on the practices and processes of home decoration companies building O2O business models, and attempts to explore and construct a theoretical model of the O2O business models and their working mechanisms of Chinese home decoration companies.
1. Research method
In terms of research methods, in consideration of the fact that there have been relatively few theoretical studies on the construction of O2O business models in the home decoration industry in the past, this study chose a multiple case study method for theoretical construction and analyzed the process of building O2O business models for three home decoration companies and one home decoration platform. In terms of specific steps, this study first conducted a case analysis based on the suggestions for constructing a theory through multiple case studies to form a preliminary analysis of the O2O business model and its mechanism of asingle case enterprise; then conducted a cross-case comparative analysis, and conduct a preliminary analysis of the individual case analysis using the theoretical replication logic. And this study compared and verified the obtained constructs and the relationships between the constructs, and derived the similar constructs and theoretical findings. Finally, this study compared the theoretical findings of the cross-case study with previous literature to formtheO2O business model of home decoration enterprises and its mechanism of action theoretical model.
2. Research findings
This research found that the O2O business model of home decoration companies mainly includes three dimensions: customer acquisition, internal management, and design. The three dimensions have a negative impact on the financial indicators, internal effectiveness indicators, and customer indicators of corporate performance, and ultimately lead to the loss of home decoration companies. Building an O2O business model actually reduces corporate performance; and this impact relationship is also moderated by the industry characteristics of the home decoration industry and the technical characteristics of the Internet: high competition and low standardization in the home decoration industry will further amplify the impact of the O2O business model on home decoration companies. The information symmetry and user-centered thinking brought by the Internet will further amplify the negative impact of the O2O business model of home decoration companies on corporate performance. Based on the above findings, this article puts forward feasible suggestions for future home decoration companies to continue to improve their O2O business models, reverse the negative impact on performance, and establish competitive advantages in the Internet era.
3. Research summary and limitations
This study opens the black box of the relationship between online to offline and the performance of home improvement enterprises. By analyzing the specific dimensions of O2Obusiness model of home improvement enterprises and why it has a negative impact on the performance of home improvement enterprises, it expands the application scenarios of the existing O2O business model theory and seeks a more suitable development path for home improvement enterprises to implement Internet transformation in the future. Limited by the researcher's ability, this study also has some shortcomings: in the research content, there is not enough attention to the O2O practice mode of home improvement enterprises, such as home improvement platform; In terms of research methods, theoretical sampling did not adopt the "polar type" comparison model. Future research can further expand the research content and methods and improve the explanatory power of theoretical models.