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Abstract How to classify the types of O2O is an important and fundamental research question. Based on analyzing the existed research on the business model, the analysis framework of O2O business model is built. Through analyzing six typical cases, three taxonomic dimensionalities are concluded from the elements of O2O business model, that is, the method of matching supply and demand information, the method of delivering product or service, and the pattern of dividing operational actions. Eight kinds of O2O business model are generated based on the taxonomic system, and their characteristics, scope of application, similarities and differences are analyzed.
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Received: 12 May 2015
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2015, Vol. 12 
