CAJ | 학술논문

在对家具业电子商务发展的研究成果进行回顾的基础上，分析了其发展O2O模式的必然性与有效性，指出了销售终端门店在O2O家具电商体系中发挥着重要的、不可或缺的作用。通过构建考虑了逆向物流因素的销售终端O2O电商合作决策模型，分析了销售终端做出参与O2O电商合作的决策依据。
재대가구업전자상무발전적연구성과진행회고적기출상，분석료기발전O2O모식적필연성여유효성，지출료소수종단문점재O2O가구전상체계중발휘착중요적、불가혹결적작용。통과구건고필료역향물류인소적소수종단O2O전상합작결책모형，분석료소수종단주출삼여O2O전상합작적결책의거。
In this paper, on the basis of a review of the literatures on the development of the furniture e-businesses, we analyzed the inevitability and validity of the O2O model in its development, pointed out the indispensable role of the sales outlets in the O2O furniture e-commerce system, and then through building the O2O e-commerce cooperative decision-making model that considered the factor of reverse logistics, analyzed the basis for the sales outlets to decide their participation in the O2O e-commerce cooperation.