Abstract    With the development of Internet technology, O2O (Online to offline) business model has been developing, which focus on guiding online consumers to physical stores. However, some problems appeared with the development of O2O business model. As an instant communication tool, WeChat has been popular within a short time. Some of the functions in WeChat can exactly meet the demand for future O2O model development. WeChat O2O model combining O2O model and WeChat breaks through the barriers of online and offline, which indeed makes online marketing support the offline sales. Therefore, it is necessary to study the application of O2O model in WeChat marketing. 43704

Nowadays, researches to O2O model and WeChat marketing are respectively mature. However, there is lack of research to the functions of WeChat in O2O business model. The innovation point of this essay is to further study the combination of O2O business model and WeChat. The future development of O2O business model is localization, socialization and modeling. But how can WeChat do to support that development trends? In this essay, I have explicated and deeply studied the question.

Key Words: WeChat O2O business model     WeChat     O2O business model

摘要随着互联网技术的不断进步和发展，O2O（Online to offline）电子商务模式不断发展，其核心就是把线上的消费者带到现实的商店中去自主享受服务。但是，随着O2O模式的不断发展，不少问题也相继出现，O2O模式该何去何从？微信作为一款即时聊天的工具，其用户数量呈现裂变式的增长速度。许多微信的应用和功能刚好可以为O2O的未来发展提供一个良好的平台，将O2O模式与微信营销进行整合形成的微信O2O模式打破了线上线下的壁垒，真正实现了线上营销带动线下销售。因此研究微信O2O模式中微信如何对O2O模式进行改进显得尤为重要。

目前学术界对于O2O模式以及微信营销二者的分别研究已经相对成熟~吹冰!文:论;文'网www.chuibin.com，但对于微信O2O模式中微信的相关应用是如何改善O2O模式的还是有一定的空白。本文的创新点是对微信和O2O模式结合的内涵作了深入的研究，即O2O模式的未来发展方向是当地化、社会化和模式化，那么微信的各种功能是如何助力于O2O模式的这一发展方向的呢？本文在这一方面做了深入和详尽的研究。

毕业论文关键词：微信O2O模式     微信     O2O模式

 Contents

Abstract i

摘要 ii

Chapter One  Introduction1

   1.1 Motivation for the study.1

   1.2 Overall structure.1

Chapter Two  O2O Business Model.3

   2.1 Definition...3

   2.2 Implementation of O2O Business Model...3

   2.2.1 Electronic Membership Card ..3

   2.2.2 Internal Community, Platforms and Data Base...3

   2.2.3 The Third Party Platform.4

   2.2.4 App Development4

   2.3 Characteristics4

   2.4 Current Dilemma and Further Development..5

   2.4.1 Current Dilemma.5

   2.4.1.1 Credibility.5

   2.4.1.2 Entity Merchant6

   2.4.2 Future Development6

Chapter three WeChat O2O Model8

   3.1 WeChat...8  

   3.1.1 Definition8

   3.1.2 Basic Services of WeChat...8

   3.1.2.1 Circle of Friends...9

   3.1.2.2 RichScan...9

   3.1.2.3 Public Platform9.

   3.2 The Application of O2O Business Mode in WeChat10

   3.3 WeChat O2O Model.11