摘 要:随着科学技术的不断发展，人们买卖商品的渠道越来越多，与传统商务相比，电子商务具有很大的优势，所以电子商务已成为人们买卖商品不可或缺的渠道。其优势主要是极大减少了企业的运营成本，并且使业务流程变得更加简单易行。而现阶段，随着时代的发展，我国的电子商务领域已经渐渐的不能够满足于现阶段的营销模式，因此推出了全新的电子商务模式，也就是O2O商务模式。O2O即线上渠道和线下渠道有机结合的商务模式，是B2B、B2C、C2C、团购等模式之后的又一种新型的电子商务模式。O2O作为一种新型电子商务商业模式,随着团购网站兴起而被人们所逐步认识和接受。O2O是让消费者在线支付购买线下的商品和服务，再到线下去享受服务。其作为新的商业模式，无论对传统制造或服务企业电子商务应用，还是对传统电子商务平台走向线下和竞争力加强，都将起到巨大作用。本文从O2O电子商务模式在我国发展现状入手，以团购模式做为借鉴点，与传统电子商务模式进行对比，并分析其优势，深入剖析O2O模式面临瓶颈的原因，并提出解决困难，实现可持续发展的方案。

关键词：O2O；电子商务；团购

Abstract:With the development of science and technology, people more and more channels of sale of goods, compared with traditional commerce, electronic commerce has great advantages,   electronic commerce has become an indispensable part of people to buy and sell goods channels. Its advantage is to reduce the operating costs of enterprises, and make the business process more easy. But at present, with the development of the times, the field of electronic commerce in China has gradually can not meet to the present stage of the marketing mode, it launched the new e-commerce mode, also is the O2O business mode.O2O is the online and offline channels of the organic combination of business model. It is a new e-commerce mode after B2B, B2C, C2C, group purchase mode. O2O as a new e-commerce business model, with the rise of group purchase websites being gradually recognized and accepted. O2O is to let consumers online payment of the purchase line of goods and services, and to continue to enjoy the service line. As a new business model, regardless of the application of e-commerce in traditional manufacturing or service companies, or to the trend line of the traditional e-commerce platform and strengthen the competitiveness, will play a great role. This article from the O2O e-commerce model of the status quo of development in China, the group purchase mode as reference points, compared with the traditional e-commerce, and analyzes its advantages, in-depth analysis of O2O model facing bottlenecks reasons, and proposes the solution difficult, sustainable development programs.

Keywords: O2O; electronic commerce; group purchas