發(fā)布時間：2018-04-15 15:06

  本文選題：餐飲團(tuán)購 + 聯(lián)合分析　； 參考：《河南工業(yè)大學(xué)》2017年碩士論文

【摘要】：中國國內(nèi)網(wǎng)絡(luò)團(tuán)購行業(yè)自出現(xiàn)至今一直保持快速增長態(tài)勢,受到各行各業(yè)的商家和消費者的關(guān)注,發(fā)展十分迅速。目前已經(jīng)逐步滲透到了餐飲服務(wù),旅游,休閑服務(wù)等領(lǐng)域,其中餐飲應(yīng)用的最為廣泛。由于商家以及團(tuán)購網(wǎng)站對于消費者的偏好了解不多,所以類似提供產(chǎn)品和服務(wù)同質(zhì)化,商家一味依靠價格吸引消費者甚至不惜犧牲產(chǎn)品以及服務(wù)質(zhì)量的現(xiàn)象還時有發(fā)生。因此為了更好的了解消費者對于餐飲團(tuán)購的消費偏好,本文借助聯(lián)合分析法來進(jìn)行消費者的餐飲團(tuán)購偏好研究,設(shè)計兩次調(diào)研,首先通過實施第一次調(diào)研,確定影響餐飲團(tuán)購網(wǎng)絡(luò)消費者購買的偏好屬性,并確定結(jié)合相關(guān)研究文獻(xiàn)以及訪談確定餐飲團(tuán)購的屬性水平,從調(diào)研結(jié)果中抽取5個屬性進(jìn)行正交設(shè)計模擬25組市場產(chǎn)品的輪廓,構(gòu)建全輪廓聯(lián)合分析模型。并以全輪廓聯(lián)合分析模型為依據(jù)設(shè)計進(jìn)行第二次調(diào)研,并對結(jié)果進(jìn)行聯(lián)合分析,另外還進(jìn)行擬合檢驗,顯示模型的擬合精度較高并結(jié)合聯(lián)合分析的結(jié)果,挖掘消費者對于餐飲團(tuán)購產(chǎn)品不同屬性以及不同產(chǎn)品組合的偏好的原因以及線索,最后利用SPSS語法編輯器對于不同的模擬產(chǎn)品進(jìn)行市場占有率模擬,計算出相應(yīng)模擬產(chǎn)品的市場占有率。在分析結(jié)果的基礎(chǔ)上得到如下一些結(jié)論:餐飲類網(wǎng)絡(luò)團(tuán)購,價格和好評率對于消費者的購買影響最大,值得商家重點關(guān)注,同時根據(jù)市場占有率預(yù)測結(jié)果可以看出高好評率的產(chǎn)品的市場占有率并不遜色于低價格產(chǎn)品,由此得到網(wǎng)絡(luò)消費者的消費已經(jīng)趨于理性的判斷,也說明提高產(chǎn)品的好評率對于企業(yè)銷售有較好的正面促進(jìn)作用。
[Abstract]:China's domestic online group buying industry has been maintaining a rapid growth trend since its emergence, and has attracted the attention of businesses and consumers in various industries, and has developed very rapidly.At present, catering services, tourism, leisure services and other fields have been gradually infiltrated, among which catering is the most widely used.Because merchants and group-buying websites do not know much about consumers' preferences, the phenomenon of businesses relying on prices to attract consumers and even sacrifice the quality of products and services occurs from time to time.Therefore, in order to better understand consumers' consumption preference for food and beverage group purchase, this paper carries on the research of consumers' food group purchase preference with the aid of joint analysis, and designs two surveys. First, through the implementation of the first survey,Determine the preference attributes that affect the online purchasing of food and beverage group purchase, and determine the attribute level of food and beverage group purchase in combination with relevant research literature and interviews.Five attributes were extracted from the survey results to simulate 25 groups of market product contours by orthogonal design, and a combined analysis model of full profile was constructed.According to the design of the full contour joint analysis model, the second investigation is carried out, and the results are analyzed jointly. In addition, the fitting test is carried out, which shows that the fitting accuracy of the model is high and the results of the joint analysis are combined.The reasons and clues of consumers' preference for different attributes and combinations of catering group purchase products are explored. Finally, the market share of different simulated products is simulated by using the SPSS grammar editor.Calculate the market share of the corresponding analog products.On the basis of the analysis results, the following conclusions are obtained: catering online group buying, price and high praise rate have the greatest impact on consumers' purchases, and deserve the attention of merchants.At the same time, according to the forecast results of market share, we can see that the market share of products with high praise rate is no less than that of low-price products, which leads to the rational judgment that the consumption of online consumers has tended to be rational.It also shows that improving the favorable rate of products for corporate sales has a good positive role.
【學(xué)位授予單位】：河南工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F724.6;F719.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 寧連舉;張瑩瑩;;網(wǎng)絡(luò)團(tuán)購消費者購買選擇行為偏好及其實證研究——以餐飲類團(tuán)購為例[J];東北大學(xué)學(xué)報(社會科學(xué)版);2011年05期

2 ;Comparison of Group-Buying Online Auction and Posted Pricing Mechanism in an Uncertain Market[J];Journal of Electronic Science and Technology of China;2004年03期

相關(guān)碩士學(xué)位論文 前10條

1 王若玢;出版物團(tuán)購營銷研究[D];北京印刷學(xué)院;2015年

2 周瑩;餐飲類網(wǎng)絡(luò)團(tuán)購口碑對消費者團(tuán)購意愿的影響研究[D];重慶工商大學(xué);2014年

3 鄭瑜;廈門地區(qū)餐飲類網(wǎng)絡(luò)團(tuán)購消費者購買偏好實證研究[D];廈門大學(xué);2014年

4 張穎;餐飲團(tuán)購交易中服務(wù)質(zhì)量對顧客滿意影響因素研究[D];天津師范大學(xué);2014年

5 梁藝珂;網(wǎng)絡(luò)團(tuán)購中消費者購買行為影響因素研究[D];云南財經(jīng)大學(xué);2014年

6 王菲;基于聯(lián)合分析的餐飲類網(wǎng)絡(luò)團(tuán)購消費者購買行為偏好研究[D];北京交通大學(xué);2014年

7 茹穎波;餐飲團(tuán)購服務(wù)質(zhì)量與顧客忠誠的關(guān)系研究[D];浙江大學(xué);2014年

8 陳鵬飛;窩窩團(tuán)網(wǎng)絡(luò)營銷策略研究[D];吉林大學(xué);2013年

9 王琳;網(wǎng)絡(luò)團(tuán)購顧客滿意度影響因素實證研究[D];華中農(nóng)業(yè)大學(xué);2013年

10 柏楊;大學(xué)生網(wǎng)絡(luò)團(tuán)購滿意度影響因素研究[D];東華大學(xué);2013年

，

本文編號：1754622