【摘要】：作為一種新興的消費(fèi)模式,網(wǎng)絡(luò)團(tuán)購已經(jīng)經(jīng)歷了從被消費(fèi)者所熟悉到得到了認(rèn)可的過程。而如何從中找到適合網(wǎng)絡(luò)團(tuán)購的最佳商業(yè)模式,實(shí)現(xiàn)吸引客戶、網(wǎng)站盈利的良性循環(huán),是該課題研究的當(dāng)務(wù)之急。本文以大眾點(diǎn)評網(wǎng)這一網(wǎng)絡(luò)團(tuán)購行業(yè)龍頭企業(yè)為代表,詳細(xì)分析其商業(yè)模式,指出其存在的局限性,并提出相應(yīng)的研究對策。在此基礎(chǔ)上以小見大,著眼于整個(gè)網(wǎng)絡(luò)團(tuán)購行業(yè)的發(fā)展前景。本文從商業(yè)模式的九大構(gòu)成要素出發(fā),對大眾點(diǎn)評網(wǎng)的運(yùn)營模式和盈利模式進(jìn)行系統(tǒng)分析。以其外部市場環(huán)境的解讀和自身競爭力的分析為基礎(chǔ),具體從商戶資信評估和信用監(jiān)測、信息資源的把控性、尋求優(yōu)質(zhì)合作伙伴優(yōu)化購后體驗(yàn)、支付機(jī)制的完善與創(chuàng)新等方面研究存在的問題,給出相應(yīng)的解決方案。通過對行業(yè)性的整體分析和大眾點(diǎn)評網(wǎng)的具體研究,本文得出如下結(jié)論:大眾點(diǎn)評網(wǎng)的運(yùn)營模式要想取得可持續(xù)性的發(fā)展,需要出臺更多相關(guān)的政策法規(guī)來規(guī)避行業(yè)問題;為實(shí)現(xiàn)自身商業(yè)模式的創(chuàng)新不可錯(cuò)過移動(dòng)互聯(lián)網(wǎng)發(fā)展的機(jī)遇;團(tuán)購網(wǎng)站個(gè)體具體針對自身商業(yè)模式的缺陷,采取一系列的有效措施進(jìn)行彌補(bǔ);待行業(yè)發(fā)展成熟可后,向綜合型團(tuán)購網(wǎng)站或優(yōu)惠券運(yùn)營商轉(zhuǎn)型是一條可行之路。
[Abstract]:As a new consumption mode, online group buying has experienced a process from being familiar to consumers. How to find the best business model to attract customers and profit is the most urgent task. This article takes Dianping net, a leading enterprise in the network group buying industry, as a representative, analyzes its business model in detail, points out its limitations, and puts forward corresponding research countermeasures. On this basis through a small part of the whole, focusing on the entire network group buying industry development prospects. Based on the nine elements of business model, this paper makes a systematic analysis of Dianping's operation mode and profit model. Based on the interpretation of its external market environment and the analysis of its own competitiveness, from the commercial credit evaluation and credit monitoring, the control of information resources, the search for high-quality partners to optimize the post-purchase experience, The problems existing in the improvement and innovation of payment mechanism are studied, and the corresponding solutions are given. Through the overall analysis of the industry and the specific study of Dianping net, this paper draws the following conclusions: in order to achieve the sustainable development of the operational mode of Dianping net, it is necessary to issue more relevant policies and regulations to avoid the industry problems; In order to realize the innovation of its own business model, we should not miss the opportunity of the development of mobile Internet; the individuals of group-buying website should take a series of effective measures to make up for the defects of their own business model; after the development of the industry, To the comprehensive group purchase website or coupons operator transformation is a feasible way.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6

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本文編號：2224916