本文關(guān)鍵詞： 優(yōu)惠券平臺 優(yōu)惠券平臺團購平臺用戶的對比分析 戰(zhàn)略核心理論　出處：《電子科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：WA優(yōu)惠券平臺主要向城市居民提供和生活相關(guān)的商家優(yōu)惠打折及相關(guān)的生活旅游資訊。在發(fā)展的初期,得到商戶和平臺消費者的熱情支持,但當(dāng)平臺進一步的擴大,WA優(yōu)惠券平臺的有效合作商戶及網(wǎng)站的流量卻沒有繼續(xù)增加,因為沒有達到預(yù)計的業(yè)績,投資方不愿再繼續(xù)投入資金,致使平臺的發(fā)展陷入困局。本文以WA優(yōu)惠券平臺作為研究的對象,主要從平臺現(xiàn)有商業(yè)模式、市場策略、市場定位等方面采用SWOT分析模型、波特五力及三大一般戰(zhàn)略分析模型、波士頓矩陣、PEST分析模型和對比分析法等方法對WA優(yōu)惠券平臺進行深刻的解讀和分析,找出其問題的根源。本文先介紹了主要戰(zhàn)略分析模型的本質(zhì)內(nèi)涵,然后分析了優(yōu)惠券行業(yè)平臺的現(xiàn)狀,對目前國內(nèi)優(yōu)惠券平臺面臨的問題做了詳細陳述,指出此行業(yè)的優(yōu)勢。后對WA優(yōu)惠券平臺做深入宏觀環(huán)境分析,指出WA優(yōu)惠券平臺仍處在良好的發(fā)展環(huán)境中。其次,通過對優(yōu)惠券平臺和團購平臺商戶的調(diào)查問卷分析,得出這兩類平臺各有特色,團購平臺并不能取代優(yōu)惠券平臺。通過SWOT分析,總結(jié)出WA優(yōu)惠券平臺目前的優(yōu)劣勢。最后,通過波特三大一般戰(zhàn)略對WA優(yōu)惠券平臺所面臨的問題做深刻的分析研究,指出解決目前現(xiàn)狀的可行性建議,提出建立用戶問題快速響應(yīng)機制,樹立Customer First,Employee First,客戶優(yōu)先,雇員優(yōu)先的全局企業(yè)經(jīng)營理念等。
[Abstract]:WA coupons platform mainly provides city residents with discount and related life travel information. In the early stage of development, WA coupons platform has received enthusiastic support from merchants and platform consumers. However, when the platform further expanded, the flow of effective partners and websites on the platform did not continue to increase, because the investors were not willing to continue to invest money because they did not achieve the expected results. This paper takes the WA coupon platform as the research object, mainly adopts SWOT analysis model, Porter five forces and three general strategic analysis models from the existing business model, market strategy and market positioning of the platform. Boston Matrix pest analysis model and contrast analysis are used to analyze the WA coupon platform and find out the root of the problem. This paper first introduces the essential connotation of the main strategic analysis model. Then it analyzes the current situation of the coupons industry platform, makes a detailed statement on the problems faced by the domestic coupons platform, points out the advantages of the industry, and makes a deep analysis of the macro environment of the WA coupons platform. It is pointed out that the WA coupon platform is still in a good development environment. Secondly, through the questionnaire analysis on the coupons platform and the group purchase platform, it is concluded that the two platforms have their own characteristics. Group purchase platform can not replace coupon platform. Through SWOT analysis, the advantages and disadvantages of WA coupons platform are summarized. Finally, through three general strategies of Porter, the problems faced by WA coupon platform are deeply analyzed and studied. The paper points out the feasible suggestions to solve the present situation, and puts forward the establishment of the rapid response mechanism of user problems, and the concept of Customer first employee first, customer first, employee first, etc.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6

【共引文獻】

相關(guān)碩士學(xué)位論文 前5條

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本文編號：1520575