随着（移动）互联网的广泛普及和深度发展，物联网、大数据、人工智能、5G 等 新一代的信息技术不断促进 “互联网+”经济的繁荣发展。O2O 作为一种互联网时代背 景下兼顾传统实体经济与电子商务经济双重优势的新型商业模式，得到了传统企业和互 联网企业的一致认同，O2O 企业如雨后春笋般涌现出来。然而，在实际运营中却呈现了 高成长性与高死亡率相矛盾的特点，根据一些成功企业在落地 O2O 商业模式过程中不 断进行完善和创新的经验做法，逐渐形成了一条可摸索的演化轨迹。 本文首先梳理了国内外专家学者对商业模式、商业模式构成要素、商业模式创新、 O2O 的研究动态，确定了研究内容、方法和论文框架；其次以 O2O 商业模式构成要素 为维度、以“创新”“企业演化”“商业生态系统”三大理论为指导、以研究 O2O 商 业模式创新演化动态为路径，探寻我国 O2O 商业模式创新演化普遍现象背后的本质联 系；然后选取了苏宁与小米两家不同类型、不同规模、不同运营模式的 O2O 企业为目 标案例，分析两家企业在 O2O 转型过程中如何运用商业模式构成要素及其要素间关系 实现 O2O 商业模式创新，并在对比两家企业的创新差异基础上进一步研究其商业模式 创新演化路径的实际应用；最后得出了以 O2O 为商业模式的企业在面对复杂多变的（移 动）互联网环境时，运用 O2O 商业模式构成要素寻求适应自身实际情况的创新机制， 不断推动商业模式优化和变革，只有走好“线上线下深度融合”的初始之步、“立足实 际谋求创新”的特色之步、“构建商业生态圈”的进阶之步，才能在优胜劣汰的激烈竞 争中获取自己的市场地位。本论文试图探索出我国 O2O 商业模式创新的演化轨迹，为 O2O 商业模式创新理论提供较新颖的研究内容，也为其他企业实现 O2O 商业模式创新 给予可参考的现实依据。 关键词， O2O，商业模式，创新演化III ABSTRACT With the widespread and in-depth development of the (mobile) Internet, the new generation of information technology such as Internet of Things, big data, artificial intelligence, and 5G continues to promote the prosperity and development of the “Internet +” economy. As a new business model under the background of the Internet era, taking into account the dual advantages of traditional real economy and e-commerce economy, O2O has been unanimously recognized by traditional enterprises and Internet companies, and O2O enterprises have sprung up. However, in actual operation, it has the characteristics of high growth and high mortality. According to the experience of some successful enterprises in the process of perfecting and innovating in the O2O business model, a gradual evolutionary trajectory has gradually formed. This paper firstly sorted out the research trends of the domestic and foreign experts and scholars on the business model, business model elements, business model innovation, O2O, and determined the research content, methods and framework of the paper. Secondly, the O2O business model elements as the dimension, with innovation, enterprise evolution and business ecosystem as the guidance, and studies O2O business model innovation evolution dynamics as the path to explore the essential links behind the common phenomenon of O2O business model innovation evolution in China. And then selected the Suning and Xiaomi, two O2O enterprises with different types, different size, different operation mode as the target case. Analysis two companies how to use in the process of transformation of O2O business model elements and the relationships between elements achieve O2O business model innovation, and compare the two enterprises innovation differences on the basis of further research evolution path of the practical application of its business model innovation. Finally obtained by O2O business model of enterprise in the face of complex and changeable the (mobile) Internet environment, the use of O2O business model innovation mechanism of elements which seek to adapt to their own actual situation, continuously push business model optimization and transformation, only go the initial step of online and offline depth integration, the characteristic step of seeking innovation based on reality, and the advanced step of building business ecosystem, can in the evolution of the fierce competition to get their own market position. This paper triesIV to explore the evolution track of O2O business model innovation in China, providing novel research content for O2O business model innovation theory, and providing practical basis for other enterprises to realize O2O business model innovation. KEYWORDS: O2O, Business model , Innovation evolutionV 目 录 摘要...................................................................................................................................I ABSTRACT....................................................................................................................III 1 绪论................................................................................................................................1 1.1 研究背景和意义......................................................................................................1 1.1.1 研究背景...........................................................................................................1 1.1.2 研究意义...........................................................................................................2 1.2 国内外研究动态......................................................................................................2 1.3 研究内容、方法和论文框架..................................................................................7 1.3.1 研究内容...........................................................................................................7 1.3.2 研究方法...........................................................................................................8 1.3.3 论文框架...........................................................................................................8 1.4 论文的创新点..........................................................................................................8 2 主要概述与理论基础..................................................................................................11 2.1O2O 商业模式概述...............................................................................................11 2.1.1 O2O 商业模式的概念和特点........................................................................11 2.1.2 O2O 商业模式分类........................................................................................11 2.1.3 O2O 商业模式构成要素的界定....................................................................13 2.2 理论基础...............................................................................................................15 2.2.1 创新理论.........................................................................................................15 2.2.2 企业演化理论.................................................................................................16 2.2.3 商业生态系统理论.........................................................................................16 3 当前我国 O2O 商业模式发展现状与创新演化路径................................................19 3.1 我国 O2O 商业模式发展概况和现状分析..........................................................19 3.1.1 我国 O2O 商业模式发展概况.......................................................................19VI 3.1.2 我国 O2O 商业模式现状分析.......................................................................20 3.2 我国 O2O 商业模式创新要素维度的一般分析..................................................22 3.3 当前 O2O 商业模式创新演化路径......................................................................26 4 苏宁与小米 O2O 商业模式发展与创新演化的案例分析........................................27 4.1 案例研究设计.......................................................................................................27 4.1.1 目标案例选取................................................................................................27 4.1.2 案例资料搜集................................................................................................28 4.1.3 案例数据分析................................................................................................29 4.2 案例