Renrenzhuan：
Attem pts of CPS Model
Based on Social Network in the Field of O2O
本案例由华东师范大学赵晶撰写初稿，张翊修改。由于企业保密的要求，在本案例中对有关名称、数据等做了必要的掩饰性处理。本案例只供课堂讨论之用，并无意暗示或说明某种管理行为是否有效。
摘 要：O2O领域的快速崛起成为未来新的商业突破点，国内的各大平台纷纷试水、积极地摸索出自己的模式。本案例描述了人人赚平台在O2O领域创新尝试、从无到有的发展过程，提出了O2O模式中的若干关键问题，并着重探讨“CPS模式”和“O2O闭环”。人人赚平台通过银联POS终端巧妙解决了O2O的闭环问题，让CPS模式成为可能，并借鉴了“淘宝客”的模式，让商户可以通过顾客这一渠道在社交网络上进行推广宣传，颠覆了传统的营销模式。本案例呈现和分析了各大O2O平台的模式特点和弊端，适用于电子商户及服务营销领域的教学，有望提升学生对O2O电子商务领域的认知，并加强学生对服务创新的理解。
关键词：商业模式;CPS;O2O;O2O闭环;社交网络
Abstract：The rapid rise of O2O field make it becom e the new commercial breakthrough in the future.The country's ma jor p latform s have tested the field，and actively exp lored their own model.This case describes the innovative attem p ts that Renrenzhuan have done，and som e key issues they have raised about O2O m ode.They also put em phasis on discussing the“CPS mode”and“O2O closed loop”problem.Finally Renrenzhuan use the Union Pay POS term inal p latform cleverly solving the“O2O closed loop”problem，so that CPS model become possible.Also Renrenzhuan use“TaobaoKe”pattern for reference so that prom otion can be conducted on socia l networks through customer channe l.It subverts the traditiona lmarketing model.In order to im prove students'cognition on O2O e-comm erce and strengthen students'understanding of service innovation，the case analyzes the characteristics and disadvantages of each O2O p latform，as well as presents the whole process of Renrenzhuan's deve lopment.
Keywords：Business m ode l;CPS;O2O;O2O closed loop;Social networking
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