本文選題：虛擬社區(qū)團(tuán)購(gòu) + 虛擬社區(qū)體驗(yàn)　； 參考：《北京郵電大學(xué)》2014年博士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)時(shí)代的到來(lái),移動(dòng)互聯(lián)網(wǎng)應(yīng)用不斷地發(fā)展演進(jìn),其社區(qū)化程度愈發(fā)明顯,社會(huì)化媒體技術(shù)與應(yīng)用愈發(fā)普及,在線消費(fèi)者對(duì)線上應(yīng)用愈發(fā)依賴,借助于在線的虛擬社區(qū)平臺(tái)消費(fèi)者通過(guò)社交化的協(xié)同互動(dòng)交流購(gòu)買信息,聚集成潛在的購(gòu)買團(tuán)體,并積極運(yùn)用移動(dòng)互聯(lián)網(wǎng)環(huán)境下的社交媒體工具實(shí)時(shí)便捷地進(jìn)行團(tuán)體購(gòu)買活動(dòng),以便獲得最佳的功利體驗(yàn)。與此同時(shí),虛擬社區(qū)中的在線消費(fèi)者通過(guò)形式多樣的社會(huì)化交互和協(xié)同,在獲得功利體驗(yàn)的同時(shí),也在不斷的加強(qiáng)其自身的社交體驗(yàn)和享樂(lè)體驗(yàn),并在此基礎(chǔ)上對(duì)虛擬社區(qū)團(tuán)購(gòu)提出更高的可用體驗(yàn)訴求,持續(xù)提升虛擬社區(qū)團(tuán)購(gòu)成員在團(tuán)購(gòu)過(guò)程中的全方位購(gòu)買體驗(yàn)。不難看出,虛擬社區(qū)團(tuán)購(gòu)是團(tuán)購(gòu)發(fā)展到一定階段的產(chǎn)物,是電子商務(wù)新模式與互聯(lián)網(wǎng)社區(qū)化發(fā)展潮流相融合的產(chǎn)物,網(wǎng)絡(luò)團(tuán)購(gòu)嫁接虛擬社區(qū)成為團(tuán)購(gòu)商業(yè)模式發(fā)展的潮流和趨勢(shì)。 從體驗(yàn)和協(xié)同的角度來(lái)說(shuō),虛擬社區(qū)團(tuán)購(gòu)作為一種特殊的協(xié)同購(gòu)買形式有其自身的特點(diǎn),它既具備協(xié)同購(gòu)買追求社交體驗(yàn)、享樂(lè)體驗(yàn)和流體驗(yàn)的特征,同時(shí)由于其專注于價(jià)格優(yōu)勢(shì),所以其還具備明顯的追求功利體驗(yàn)的特質(zhì)。因此本研究基于顧客體驗(yàn)理論和協(xié)同購(gòu)買理論,從社會(huì)化和協(xié)同視角對(duì)虛擬社區(qū)團(tuán)購(gòu)定價(jià)和決策機(jī)制進(jìn)行了分析,根據(jù)顧客體驗(yàn)和虛擬社區(qū)團(tuán)購(gòu)本身的特點(diǎn),分別從最優(yōu)定價(jià)、需求聚集、社區(qū)體驗(yàn)的三要素層面,劃分了三種不同體驗(yàn)導(dǎo)向的虛擬社區(qū)團(tuán)購(gòu)運(yùn)行機(jī)制,同時(shí)也從三個(gè)層面實(shí)現(xiàn)了研究創(chuàng)新。首先,從一個(gè)全新的視角來(lái)解讀我國(guó)電子商務(wù)發(fā)展的新模式,實(shí)現(xiàn)了研究對(duì)象的研究體系框架的創(chuàng)新,構(gòu)建了較為完備的虛擬社區(qū)團(tuán)購(gòu)分析框架,為后續(xù)深入研究奠定了堅(jiān)實(shí)的理論基礎(chǔ)和系統(tǒng)的研究框架；其次,實(shí)現(xiàn)了電子商務(wù)新模式在新環(huán)境下的本地化創(chuàng)新,雖然網(wǎng)絡(luò)團(tuán)購(gòu)起源于國(guó)外,但其得到蓬勃發(fā)展確是在國(guó)內(nèi),這得益于移動(dòng)互聯(lián)網(wǎng)時(shí)代社交媒體發(fā)展的大潮,同時(shí)也和本地化消費(fèi)者行為決策模式密不可分,因此本研究結(jié)合本地化的社區(qū)實(shí)體,充分考量基于社區(qū)化特質(zhì)的網(wǎng)絡(luò)團(tuán)購(gòu)在以社交協(xié)同和社區(qū)體驗(yàn)為導(dǎo)向的新環(huán)境中的新特點(diǎn),提出基于價(jià)格、需求和體驗(yàn)的三層面社區(qū)團(tuán)購(gòu)模式,將本地化創(chuàng)新落到實(shí)處；最后,實(shí)現(xiàn)了虛擬社區(qū)團(tuán)購(gòu)研究成果及方法的實(shí)踐應(yīng)用創(chuàng)新,綜合運(yùn)用多種數(shù)據(jù)分析模型構(gòu)建了最優(yōu)定價(jià)模型、聚集演化模型、體驗(yàn)決策模型,基于三個(gè)模型提出了最優(yōu)定價(jià)策略、需求聚集策略以及四元互惠戰(zhàn)略,此外還分別從個(gè)體和群體的角度構(gòu)建了完備的科學(xué)評(píng)價(jià)體系,并以動(dòng)態(tài)模型和評(píng)價(jià)體系為驅(qū)動(dòng)制定相應(yīng)的策略和發(fā)展戰(zhàn)略,推動(dòng)虛擬社區(qū)團(tuán)購(gòu)科學(xué)合理地可持續(xù)發(fā)展。上述三層面的創(chuàng)新還表現(xiàn)在具體模型的各個(gè)環(huán)節(jié)中,從問(wèn)題的提出到結(jié)論的應(yīng)用都有所涉及,下面將詳細(xì)介紹各個(gè)模型的所解決的具體問(wèn)題。 首先,基于虛擬社區(qū)團(tuán)購(gòu)原發(fā)性,即功利體驗(yàn),詳細(xì)探討以功利體驗(yàn)為主導(dǎo)的虛擬社區(qū)團(tuán)購(gòu)協(xié)同定價(jià)機(jī)制,并考慮到社交協(xié)同的加速效應(yīng)對(duì)社區(qū)團(tuán)購(gòu)定價(jià)模型進(jìn)行了某種程度上的修正,提出了基于FPM機(jī)制的團(tuán)購(gòu)商品協(xié)同定價(jià)模型,對(duì)社區(qū)團(tuán)購(gòu)定價(jià)策略進(jìn)行了研究,發(fā)現(xiàn)影響社區(qū)團(tuán)購(gòu)定價(jià)的因素主要有三個(gè)：協(xié)同加速因子、商品供給數(shù)量和需求彈性系數(shù),并分兩階段對(duì)協(xié)同最優(yōu)定價(jià)問(wèn)題進(jìn)行了分析。 其次,隨著虛擬社區(qū)團(tuán)購(gòu)模式不斷發(fā)展和演進(jìn),其愈發(fā)強(qiáng)調(diào)社區(qū)的社會(huì)化媒體的屬性,團(tuán)購(gòu)成員開始關(guān)注社交體驗(yàn),逐步加強(qiáng)其購(gòu)買過(guò)程的協(xié)同社交互動(dòng),以社交協(xié)同和意見交互為載體,在尋求社交體驗(yàn)和享樂(lè)體驗(yàn)的同時(shí)能快速的形成快速有效的需求聚集。這樣我們就必須從社會(huì)化媒體和協(xié)同的角度,來(lái)分析社區(qū)團(tuán)購(gòu)運(yùn)行過(guò)程中的需求聚集機(jī)制,通過(guò)基于意見協(xié)同的需求聚集模型的估算,量化分析了協(xié)同加速因子、意見領(lǐng)袖和社區(qū)規(guī)模對(duì)需求聚集的影響機(jī)制,實(shí)驗(yàn)結(jié)果表明意見領(lǐng)袖和協(xié)同加速因子的提升能使得需求聚集的效果和效率成倍增加,當(dāng)社區(qū)中意見領(lǐng)袖數(shù)量過(guò)低時(shí)會(huì)較難在合理時(shí)間內(nèi)形成有效的需求聚集,社區(qū)規(guī)模雖然對(duì)聚集效果影響不大但對(duì)社區(qū)的穩(wěn)定性和社區(qū)的品牌效應(yīng)有較大影響。 最后,隨著虛擬社區(qū)團(tuán)購(gòu)不斷演化,社區(qū)成員在關(guān)注功利體驗(yàn)、社交體驗(yàn)和享樂(lè)體驗(yàn)的同時(shí),愈發(fā)開始重視其可用體驗(yàn),即更加注重顧客在社區(qū)活動(dòng)中所得到的導(dǎo)航及其它人性化的幫助,聚焦于社區(qū)各項(xiàng)功能的明確性和易用性�？捎皿w驗(yàn)體現(xiàn)了社區(qū)平臺(tái)的用戶友好度和人性化水平。隨著可用體驗(yàn)的加入,就行形成了以功利體驗(yàn)、社交體驗(yàn)、享樂(lè)體驗(yàn)和可用體驗(yàn)框架下所形成的四元全體驗(yàn)?zāi)Ｐ汀；谒脑w驗(yàn)?zāi)Ｐ偷囊蜃臃治龊突貧w分析,提出了虛擬社區(qū)團(tuán)購(gòu)平臺(tái)四元互惠的發(fā)展戰(zhàn)略,即平臺(tái)應(yīng)當(dāng)合理布局虛擬社區(qū)團(tuán)購(gòu)體驗(yàn)的培育步驟,實(shí)施以社交體驗(yàn)為核心的社區(qū)體驗(yàn)發(fā)展戰(zhàn)略,以可用體驗(yàn)為核心的客戶關(guān)系管理戰(zhàn)略,以功利體驗(yàn)為核心的產(chǎn)品創(chuàng)新戰(zhàn)略,以享樂(lè)體驗(yàn)為核心的品牌至愛戰(zhàn)略,并將四個(gè)戰(zhàn)略進(jìn)行有機(jī)結(jié)合,形成良性互動(dòng)。最后分別從個(gè)體角度和集體角度,對(duì)虛擬社區(qū)成員個(gè)體的社區(qū)融入以及虛擬社區(qū)的價(jià)值進(jìn)行了全面的歸納總結(jié)并構(gòu)建完善的評(píng)估體系以期為用戶提供良好的顧客體驗(yàn)。本研究的四部分主題內(nèi)容明確了虛擬社區(qū)團(tuán)購(gòu)的最優(yōu)定價(jià)策略從而提升了團(tuán)購(gòu)的功利體驗(yàn),優(yōu)化了虛擬社區(qū)團(tuán)購(gòu)需求聚集機(jī)制從而提升了社交和享樂(lè)體驗(yàn),構(gòu)建了四元互惠體驗(yàn)戰(zhàn)略模型在提升可用體驗(yàn)的同時(shí)進(jìn)一步強(qiáng)化全體驗(yàn)協(xié)同互動(dòng)機(jī)制,這些都對(duì)虛擬社區(qū)團(tuán)購(gòu)的發(fā)展有深遠(yuǎn)的現(xiàn)實(shí)意義,也是未來(lái)團(tuán)購(gòu)發(fā)展的立足之本,實(shí)現(xiàn)了團(tuán)購(gòu)商家和消費(fèi)者的雙贏。同時(shí)相關(guān)成果更為移動(dòng)互聯(lián)網(wǎng)時(shí)代移動(dòng)端團(tuán)購(gòu)模式的發(fā)展提供了值得借鑒的思路和極具實(shí)操價(jià)值的方法,借助三層次模型和評(píng)價(jià)體系從體驗(yàn)和協(xié)同的視角制定移動(dòng)端團(tuán)購(gòu)模式的發(fā)展戰(zhàn)略,將十分有助于增強(qiáng)虛擬社區(qū)團(tuán)購(gòu)的社區(qū)凝聚力和集體效能,進(jìn)一步促進(jìn)社區(qū)和團(tuán)購(gòu)的融合,不斷推動(dòng)團(tuán)購(gòu)的發(fā)展、平臺(tái)的建設(shè)和商業(yè)模式的創(chuàng)新。
[Abstract]:With the advent of the era of mobile Internet, the mobile Internet application is constantly evolving, the degree of its community is becoming more and more obvious, the technology and application of social media are becoming more and more popular, online consumers are increasingly dependent on the online application, and the consumers through the online virtual community platform have passed through social cooperation and interaction to buy information and gather information. At the same time, online consumers in the virtual community, while gaining utilitarian experience, are also in the process of gaining utilitarian experience. To strengthen its own social experience and enjoyment experience, and on this basis, put forward higher available experience demands for virtual community group purchase, and continuously improve the full purchase experience of virtual community group buying members during the group buying process. It is not difficult to see that virtual community group buying is the product of the group purchase to a certain stage, and it is a new model and mutual electronic commerce. With the integration of networking and community-based development trend, virtual community has become the trend and trend of group buying business mode.
From the perspective of experience and synergy, virtual community group buying has its own characteristics as a special form of cooperative purchase. It not only has the characteristics of cooperative purchase in pursuit of social experience, pleasure experience and flow experience, but also has the characteristics of pursuing the utilitarian experience because of its focus on the price advantage. Based on the theory of customer experience and cooperative purchase theory, this paper analyzes the pricing and decision-making mechanism of group buying in virtual communities from the perspective of socialization and synergy. According to the characteristics of customer experience and virtual community group buying, three different experience oriented virtual societies are divided from the three elements of optimal pricing, demand aggregation and community experience. At the same time, it has realized the research innovation from three levels. First, from a new perspective, we read the new mode of our country's e-commerce development, realized the innovation of the research system framework of the research object, constructed a more complete virtual community group purchase analysis framework, and laid a solid theory for the further research. Secondly, we have realized the localization innovation of the new e-business model in the new environment. Although the network group purchase originated from foreign countries, it has been flourishing in China, thanks to the tide of social media development in the era of mobile Internet, and it is also inseparable from the localized consumer behavior decision model. Therefore, this study combines the local community entities to consider the new characteristics of the network group purchase based on community-based characteristics in the new environment oriented by social cooperation and community experience, and puts forward the three level community group buying model based on price, demand and experience, which will put the new localization into reality. Finally, the virtual community group purchase is realized. The practical application innovation of the research results and methods is applied, and the optimal pricing model, the aggregation evolution model and the experience decision model are constructed by using a variety of data analysis models. Based on the three models, the optimal pricing strategy, the demand aggregation strategy and the four yuan reciprocal strategy are proposed. Learning evaluation system, and making the corresponding strategy and development strategy with dynamic model and evaluation system, and promoting the scientific and sustainable development of virtual community group purchase. The innovation of the above three levels is also manifested in the various links of the specific model, from the question to the application of the conclusion, and the following will be introduced in detail. The specific problems to be solved.
First, based on the original and utilitarian experience of virtual community group buying, the collaborative pricing mechanism of virtual community group buying led by utilitarian experience was discussed in detail. The acceleration effect of social synergy was taken into consideration to modify the model of community group purchase pricing, and the cooperative pricing model of group purchase goods based on FPM mechanism was put forward. The pricing strategy of district group buying is studied. It is found that there are three main factors affecting the pricing of community group purchase: the synergistic acceleration factor, the quantity of commodity supply and the elasticity of demand, and the analysis of the cooperative optimal pricing in two stages.
Secondly, with the continuous development and evolution of the virtual community group buying model, it emphasizes the social media properties of the community. The group buying members begin to pay attention to the social experience and gradually strengthen the cooperative social interaction in the purchase process. It takes social synergy and opinion interaction as the carrier, and can quickly form the social experience and pleasure experience. In this way, we have to analyze the mechanism of demand aggregation in the process of community group buying operation from the perspective of social media and synergy, and analyze the synergistic acceleration factor, the influence mechanism of the opinion leaders and the community size on the demand aggregation. The results show that the promotion of opinion leaders and synergy accelerates can increase the effect and efficiency of demand aggregation. When the number of opinion leaders in the community is too low, it is difficult to form effective demand aggregation in a reasonable time. Although the community size has little effect on the aggregation effect, it is more stable to the community and the brand effect of the community. Great influence.
Finally, with the continuous evolution of the virtual community group buying, the members of the community, while paying attention to the utilitarian experience, the social experience and the pleasure experience, have begun to pay more attention to their available experience, that is, more attention is paid to the navigation and other humanized help obtained by the customers in the community activities, focusing on the clarity and usability of the functions of the community. The user friendliness and humanization level of the community platform are reflected. With the addition of the available experience, the four yuan full experience model is formed under the framework of utilitarian experience, social experience, pleasure experience and available experience. Based on the factor analysis and return analysis of the four yuan full experience model, the virtual community group buying platform four yuan is proposed. The mutually beneficial development strategy, that is, the platform should rationally arrange the training steps of the virtual community group buying experience, implement the community experience development strategy at the core of the social experience, take the experience as the core of the customer relationship management strategy, the product innovation strategy with the utilitarian experience as the core, the brand love strategy with the pleasure experience as the core, and will be the core of the brand The four strategies are organically combined to form a benign interaction. Finally, from the individual angle and the collective point of view, the value of community integration and the value of virtual community is summarized and a perfect evaluation system is constructed to provide a good customer experience for the users. The four part of this study The optimal pricing strategy of virtual community group buying has been clarified to improve the utilitarian experience of group buying, optimize the aggregation mechanism of the virtual community group purchase demand and improve the social and enjoyment experience, and build a four yuan reciprocal experience strategy model to enhance the available experience and further strengthen the full experience synergy mechanism, which are both virtual and virtual. The development of community group buying has far-reaching practical significance, it is also the foundation of the future group purchase and development, and realizes the win-win between the group buying merchants and the consumers. At the same time, the relevant results provide some ideas and methods for the development of the mobile terminal group purchase model in the mobile Internet era, with the help of the three level model and evaluation body. The development strategy of the mobile terminal group purchase model from the perspective of experience and synergy will be helpful to enhance the community cohesion and collective effectiveness of the virtual community group buying, further promote the integration of community and group buying, and constantly promote the development of group buying, the construction of the platform and the innovation of the business model.

【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6

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