【摘要】：近年來，隨著電子商務(wù)系統(tǒng)的完善、人們消費(fèi)觀念的改變，網(wǎng)絡(luò)團(tuán)購逐漸走進(jìn)了人們的生活中。根據(jù)中國電子商務(wù)研究中心報(bào)告數(shù)據(jù)顯示，截至2013年12月底，全國團(tuán)購網(wǎng)站累計(jì)誕生總數(shù)高達(dá)6218家，但目前正常運(yùn)作的團(tuán)購網(wǎng)站僅存213家。面對這種現(xiàn)狀，許多專家學(xué)者對網(wǎng)絡(luò)團(tuán)購商業(yè)模式進(jìn)行評(píng)價(jià)研究，但并沒有形成統(tǒng)一的評(píng)價(jià)標(biāo)準(zhǔn)。所以，建立科學(xué)的評(píng)價(jià)指標(biāo)體系并選擇有效的評(píng)價(jià)方法對網(wǎng)絡(luò)團(tuán)購商業(yè)模式評(píng)價(jià)研究具有重要的理論意義與實(shí)踐意義。 本文以價(jià)值網(wǎng)等相關(guān)理論為基礎(chǔ)，通過文獻(xiàn)研究的方法，，確定了顧客價(jià)值、運(yùn)營能力、財(cái)務(wù)能力及組織學(xué)習(xí)能力四個(gè)一級(jí)評(píng)價(jià)指標(biāo)。通過對每一個(gè)指標(biāo)進(jìn)一步分析，構(gòu)建了由三個(gè)層級(jí)指標(biāo)構(gòu)成的網(wǎng)絡(luò)團(tuán)購商業(yè)模式評(píng)價(jià)體系。本文的評(píng)價(jià)方法選擇的是模糊綜合評(píng)價(jià)法，該方法是以模糊數(shù)學(xué)為基礎(chǔ)，能夠較好地解決由由于邊界不清、不易定量的因素而導(dǎo)致的模糊問題，可以使評(píng)價(jià)結(jié)果客觀公正、可信度高。在實(shí)證研究部分，本文選擇了三家網(wǎng)絡(luò)團(tuán)購公司作為實(shí)證研究的對象，通過對三家團(tuán)購網(wǎng)站進(jìn)行對比評(píng)價(jià)，得出排名順序與實(shí)際排名進(jìn)行比較，從而驗(yàn)證了評(píng)價(jià)模型的可行性。 通過文獻(xiàn)研究，本文得出：網(wǎng)絡(luò)團(tuán)購商業(yè)模式的評(píng)價(jià)可以從顧客價(jià)值、運(yùn)營能力、財(cái)務(wù)能力及組織學(xué)習(xí)能力四個(gè)方面來對其進(jìn)行綜合評(píng)價(jià)。通過實(shí)證研究分析，驗(yàn)證了本文的評(píng)價(jià)模型應(yīng)用于網(wǎng)絡(luò)團(tuán)購商業(yè)模式評(píng)價(jià)中具有合理性。所以使用該方法可以對網(wǎng)絡(luò)團(tuán)購商業(yè)模式進(jìn)行綜合評(píng)價(jià)，找出其薄弱環(huán)節(jié)并進(jìn)行差異值計(jì)算提出合理的優(yōu)化改進(jìn)順序。
[Abstract]:In recent years, with the improvement of electronic commerce system and the change of people's consumption concept, online group purchase has gradually entered people's life. By the end of December 2013, the total number of group-buying websites in China had reached 6218, but only 213 were currently in operation, according to a report by the China E-Commerce Research Center. In the face of this situation, many experts and scholars study the online group purchase business model, but there is no uniform evaluation standard. Therefore, the establishment of a scientific evaluation index system and the selection of effective evaluation methods are of great theoretical and practical significance to the evaluation of online group buying business model. Based on the theory of value net and the method of literature research, this paper determines four primary evaluation indexes: customer value, operation ability, financial ability and organizational learning ability. Through the further analysis of each index, the evaluation system of network group purchase business model is constructed, which is composed of three levels of indicators. The evaluation method in this paper is fuzzy comprehensive evaluation method, which is based on fuzzy mathematics. It can solve the fuzzy problem caused by unclear boundary and unquantifiable factors, and can make the evaluation result objective and just. The credibility is high. In the part of empirical research, this paper selects three online group buying companies as the object of empirical research, through the comparative evaluation of the three group-buying websites, the ranking order is compared with the actual ranking, which verifies the feasibility of the evaluation model. Through literature research, this paper concludes that the evaluation of online group purchase business model can be comprehensively evaluated from four aspects: customer value, operation ability, financial ability and organizational learning ability. Through empirical research and analysis, it is proved that the evaluation model of this paper is reasonable in the evaluation of online group purchase business model. Therefore, this method can be used to evaluate the business model of network group purchase, find out its weak link and calculate the difference value, and put forward the reasonable optimization and improvement order.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F224

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