本文選題：網(wǎng)絡(luò)團(tuán)購市場 + 發(fā)展困局��； 參考：《大連理工大學(xué)》2014年碩士論文

【摘要】：隨著信息技術(shù)的應(yīng)用與互聯(lián)網(wǎng)的普及,電子商務(wù)模式得到了空前的發(fā)展,網(wǎng)絡(luò)團(tuán)購作為一種新興電子商務(wù)模式,引起了社會(huì)各界的廣泛關(guān)注,中國的網(wǎng)絡(luò)團(tuán)購市場從興起到快速擴(kuò)張,在到發(fā)展遇到瓶頸,無一不是社會(huì)各界關(guān)注的焦點(diǎn)。本文將以此為切入點(diǎn)深入探討中國網(wǎng)絡(luò)團(tuán)購市場發(fā)展困局形成的機(jī)理,并且需求解決所遇到困難的途徑,為促進(jìn)我國網(wǎng)絡(luò)團(tuán)購市場健康長遠(yuǎn)發(fā)展提供可參考的建議,同時(shí)豐富網(wǎng)絡(luò)團(tuán)購市場的理論研究領(lǐng)域。 本文以網(wǎng)絡(luò)團(tuán)購市場表現(xiàn)出的現(xiàn)狀著手,通過資料的收集和文獻(xiàn)的閱讀,對中國網(wǎng)絡(luò)團(tuán)購市場的發(fā)展歷程進(jìn)行了梳理,將網(wǎng)絡(luò)團(tuán)購市場的發(fā)展歷程分為興起、擴(kuò)張和停滯三個(gè)階段,并對每個(gè)階段所表現(xiàn)出來的特點(diǎn)進(jìn)行分析,同時(shí)對中國網(wǎng)絡(luò)團(tuán)購市場存在的問題進(jìn)行總結(jié),通過綜合各階段的特點(diǎn)及問題,構(gòu)建中國網(wǎng)絡(luò)團(tuán)購市場發(fā)展困局形成機(jī)理圖,深入系統(tǒng)的分析尋找中國網(wǎng)絡(luò)團(tuán)購市場存在問題的原因及各原因之間的關(guān)系。最后用實(shí)證分析對機(jī)理圖的分析結(jié)果進(jìn)行檢驗(yàn),進(jìn)一步對影響中國網(wǎng)絡(luò)團(tuán)購市場發(fā)展的因素進(jìn)行分析,同時(shí)針對各因素提出相對應(yīng)的政策建議,促進(jìn)中國網(wǎng)絡(luò)團(tuán)購市場健康發(fā)展。 通過研究發(fā)現(xiàn)中國網(wǎng)絡(luò)團(tuán)購市場主要存在的問題有：大量團(tuán)購網(wǎng)站被迫倒閉；網(wǎng)絡(luò)團(tuán)購企業(yè)融資困難；團(tuán)購網(wǎng)站誠信缺失；團(tuán)購網(wǎng)站難以約束商家的行為四個(gè)方面。通過對機(jī)理圖的分析發(fā)現(xiàn)：網(wǎng)絡(luò)團(tuán)購是由團(tuán)購網(wǎng)站主導(dǎo)和網(wǎng)絡(luò)團(tuán)購市場入市門檻低是導(dǎo)致發(fā)展困局形成的基本因素,同質(zhì)化和信譽(yù)問題是導(dǎo)致發(fā)展困局形成的間接因素,團(tuán)購網(wǎng)站主導(dǎo)、入市門檻低導(dǎo)致出現(xiàn)同質(zhì)化現(xiàn)象,入市門檻低導(dǎo)致信譽(yù)出現(xiàn)問題,最后同質(zhì)化和信譽(yù)問題共同作用導(dǎo)致企業(yè)盈利能力差,最終導(dǎo)致中國網(wǎng)絡(luò)團(tuán)購市場困局的出現(xiàn)。在文章的最后,通過實(shí)證檢驗(yàn),對機(jī)理圖得出的結(jié)論進(jìn)行了驗(yàn)證,并結(jié)合實(shí)證研究的結(jié)果提出了促進(jìn)中國網(wǎng)絡(luò)團(tuán)購市場發(fā)展的幾點(diǎn)建議建議：首先,推出有代表性的特色產(chǎn)品,提高用戶粘性；其次,適當(dāng)?shù)慕档屯瞥錾唐返念l率；再次,加強(qiáng)團(tuán)購網(wǎng)站的信譽(yù)建設(shè)；最后,相關(guān)監(jiān)管部門承擔(dān)起應(yīng)有的責(zé)任,加強(qiáng)立法,嚴(yán)格監(jiān)管,相信通過以上各方面的共同努力,中國網(wǎng)絡(luò)團(tuán)購市場一定能夠獲得健康長遠(yuǎn)的發(fā)展,使得電子商務(wù)模式的形式得到豐富。
[Abstract]:With the application of information technology and the popularity of the Internet, e-commerce model has been unprecedented development. As a new e-commerce model, network group purchase has attracted wide attention from all walks of life. China's online group buying market from the rise to rapid expansion, in the development of the bottleneck, all is the focus of attention of all sectors of society. This paper will take this as the starting point to explore the mechanism of the difficulties in the development of China's online group buying market, and the ways to solve the difficulties encountered in the demand, so as to provide some suggestions for promoting the healthy and long-term development of our country's network group buying market. At the same time, it enriches the theoretical research field of network group buying market. This paper begins with the present situation of the online group purchase market, through the collection of data and the reading of the literature, combs the development course of China's network group purchase market, and divides the development process of the network group purchase market into the rise. Three stages of expansion and stagnation, and analysis of the characteristics of each stage, at the same time to summarize the problems existing in China's online group buying market, through the synthesis of the characteristics and problems of each stage, This paper constructs the formation mechanism map of the difficulties in the development of China's online group buying market, and analyzes the causes of the problems and the relationship among the reasons. Finally, the empirical analysis is used to test the analysis results of the mechanism map, and the factors that affect the development of China's online group buying market are further analyzed. At the same time, the corresponding policy recommendations are put forward for each factor. To promote the healthy development of China's online group buying market. The main problems in China's online group buying market are as follows: a large number of group buying websites are forced to close down; the financing difficulties of online group buying enterprises; the lack of integrity of group buying websites; and the difficulties of group buying websites to restrain the behavior of merchants. Through the analysis of the mechanism diagram, it is found that the network group purchase is the basic factor that leads to the formation of the difficult development situation, and the homogeneity and credibility problems are the indirect factors leading to the formation of the development difficulty, which is dominated by the group purchase website and the low entry threshold of the network group purchase market. Group purchase website is dominant, low entry threshold leads to homogenization, low entry threshold leads to credit standing problems, and finally homogenization and reputation problems together lead to poor profitability of enterprises. Eventually lead to the emergence of China's network group buying market difficulties. At the end of the article, through the empirical test, the conclusion of the mechanism diagram is verified, and combined with the results of the empirical research, several suggestions to promote the development of China's online group buying market are put forward: first, the introduction of representative characteristic products, Improve user stickiness; second, appropriately reduce the frequency of launching products; third, strengthen the credibility of group buying website construction; finally, the relevant regulatory authorities assume their due responsibilities, strengthen legislation, strict supervision, I believe that through the joint efforts of the above aspects, China's online group buying market will be able to obtain a healthy long-term development, so that the form of e-commerce patterns have been enriched.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6

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