Abstract
In the era of rapid development of the Internet, cross-border electronic commerce is becoming more and more prosperous, and many enterprises are beginning to invest abroad in the form of cross-border online-to-offline (O2O) to explore foreign markets. Under this background, this paper focuses on the choice of foreign investment mode of enterprises when they build cross-border O2O channels, and establishes an appropriate evaluation system of investment mode for cross-border O2O channel construction. On the basis of the evaluation system, Cloud Model is used to analyze and compare Greenfield investment, Joint Venture investment and Merger & Acquisition investment, so as to determine the best investment mode of cross-border O2O channel construction for enterprises. Moreover, cross-border O2O channel management proposals are put forward. This paper can provide guidance and reference for Sichuan-style enterprises or other types of domestic enterprises to choose the investment mode when constructing cross-border O2O channels.
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