摘要伴随着互联网经济的快速发展，我国的电子商务从2009年开始不断呈现增长的趋势，网上零售总额在5年间就增长了近10倍。然而截止到2018年底，网上的零售总额也仅仅占了社会总消费额的23.7%，这意味电子商务仍然有巨大的发展空间。随着移动互联网的到来，一种融合线上与线下的商业模式受到了无数学者的推崇，它似乎能够在有限的电子商务市场上打开一道新的大门，那便是O2O模式。而后随着O2O模式快速的发展，人们逐渐发现“优惠卷”是一种在O2O模式下很好的载体，它能够在商家与消费者之间搭建一座从线上到线下的经济桥梁让消费者更容易地接受从线上到线下的消费模式，可以说O2O优惠卷给O2O的发展带来了很大的影响。可随着O2O优惠卷的快速普及，再加上其出现的时间还比较短，在这当中就难免会暴露出一些问题，特别是从O2O优惠卷的投放效果、投放渠道、投放方式等角度来考虑，就会发现其中有许多问题值得我去研究与分析本文正是以此为由，运用了调查法和定量分析法进行专题分析。全文分三个部分：第一部分，是通过调查法对目前O2O优惠卷的发展状况以及它对消费产生的作用进行阐述；第二部分，是以目前O2O市场份额占比最高的餐饮业为例，通过定量分析法对O2O优惠卷投放中存在的问题进行分析，发现目前O2O优惠卷在投放过程中存在核销率低、缺乏多样化的投放渠道、网络监管体系不完善等问题；最后，针对O2O优惠卷投放中存在的问题提出相应的对策，例如有基于大数据去建立精准投放的推荐系统、扩展优惠卷投放渠道、注重优惠卷投放形式的创新等解决办法，以此希望能够对O2O优惠卷的发展起到一定的作用。关键词：O2O优惠卷投放问题及对策IABSTRACTWiththerapiddevelopmentoftheInterneteconomy,China'se-commercehasbeenshowingagrowingtrendsince2009,withthetotalonlineretailvolumeincreasingbynearly10timesinfiveyears.However,bytheendof2018,totalretailsalesonlineonlyaccountedfor23.7percentoftotalsocialconsumption,whichmeansthereisstillhugeroomforgrowthine-commerce.WiththeadventofmobileInternet,abusinessmodelthatintegratesonlineandofflinehasbeenhighlypraisedbynumerousscholars.Itseemstobeabletoopenanewdoorinthelimitede-commercemarket,thatis,theO2Omodel.AndthenwiththedevelopmentoftheO2Omoderapidly,peoplegraduallyfoundthatthe"coupon"isagoodcarrierO2Omode,itcanbebetweenbusinessesandconsumerstobuildabridgefromonlinetoofflineeconomy,makeiteasierforconsumerstoacceptfromonlinetoofflinemodeofconsumption,cansayO2OcouponshasbroughtgreatinfluencetothedevelopmentofO2O.However,withtherapidpopularizationofO2Odiscountcouponsandtheshorttimeoftheiremergence,itisinevitablethatsomeproblemswillbeexposed.Especiallyfromtheperspectiveofthereleaseeffect,releasechannelsandreleasemethodsofO2Odiscountcoupons,Iwillfindthattherearemanyproblemsworthyofmyresearchandanalysis.Thispaperisbasedonthis,usingthemethodofinvestigationandquantitativeanalysisforthematicanalysis.Thefulltextisdividedintothreeparts:thefirstpartisthroughtheinvestigationofthecurrentO2Ocoupondevelopmentanditsroleinconsumption;Thesecondparttakesthecateringindustry,whichcurrentlyhasthehighestshareoftheO2Omarket,asanexample.ItanalyzestheproblemsexistinginthereleaseofO2Odiscountcouponsthroughquantitativeanalysis,andfindsthatthereareproblemssuchaslowwrite-offrate,lackofdiversifiedreleasechannels,andimperfectnetworksupervisionsysteminthereleaseofO2Odiscountcoupons.Finally,inviewoftheproblemsexistingintheO2Odiscountvolumerelease,thecorrespondingcountermeasuresareproposed,suchastheestablishmentofarecommendationsystemforaccuratereleasebasedonbigdata,theexpansionofIIdiscountvolumereleasechannels,andtheemphasisontheinnovationoftheformofdiscountvolumerelease,soastoplayacertainroleinthedev...
