發(fā)布時(shí)間：2018-10-26 08:53

【摘要】：近年來,網(wǎng)絡(luò)團(tuán)購已經(jīng)逐漸進(jìn)入了我國人民的日常生活,并且隨著交易額和參團(tuán)人次的逐年遞增,網(wǎng)絡(luò)團(tuán)購行業(yè)正在快速發(fā)展,然而這種快速發(fā)展并沒有使網(wǎng)絡(luò)團(tuán)購行業(yè)獲得巨大盈利,事實(shí)上,整體來看,目前我國網(wǎng)絡(luò)團(tuán)購行業(yè)還沒有實(shí)現(xiàn)盈利。出現(xiàn)這種現(xiàn)象的原因很多,其中一個(gè)十分重要的原因是,我國網(wǎng)絡(luò)團(tuán)購企業(yè)——團(tuán)購網(wǎng)站,尚未找到適合自己的盈利模式。眾多周知,適合自己的盈利模式對于任何一個(gè)企業(yè)的興衰成敗而言都至關(guān)重要,團(tuán)購網(wǎng)站也不例外。因此,趁著網(wǎng)絡(luò)團(tuán)購行業(yè)蓬勃發(fā)展的大好形勢,為團(tuán)購網(wǎng)站找到科學(xué)、合理和可持續(xù)發(fā)展的盈利模式,使其獲得盈利進(jìn)而實(shí)現(xiàn)整個(gè)網(wǎng)絡(luò)團(tuán)購行業(yè)的盈利,是當(dāng)前我國團(tuán)購網(wǎng)站亟待關(guān)注與解決的重要問題。本文介紹了當(dāng)前我國網(wǎng)絡(luò)團(tuán)購行業(yè)整體上沒有實(shí)現(xiàn)盈利的現(xiàn)狀,以此為研究背景,闡明了以為我國團(tuán)購網(wǎng)站選擇和發(fā)展適合自己的盈利模式的研究目的,接著概括了國內(nèi)外學(xué)者們關(guān)于團(tuán)購網(wǎng)站盈利模式的研究,同時(shí)梳理了團(tuán)購網(wǎng)站和盈利模式的相關(guān)理論。以此為基礎(chǔ),筆者提出了我國團(tuán)購網(wǎng)站盈利模式的優(yōu)化方法,即在問卷調(diào)查的基礎(chǔ)上,首先利用波達(dá)函數(shù)對我國團(tuán)購網(wǎng)站現(xiàn)有的8種盈利模式進(jìn)行評價(jià),然后根據(jù)評價(jià)結(jié)果,利用波士頓矩陣將這8種盈利模式分為4種不同類型,接著分別從不同角度為團(tuán)購網(wǎng)站提出有針對性的選擇與發(fā)展盈利模式的策略。在該優(yōu)化方法中,盈利模式的評價(jià)與分類是手段,盈利模式的選擇與發(fā)展是目的。之后,以美團(tuán)網(wǎng)為案例,用這種優(yōu)化方法對它的盈利模式進(jìn)行了評價(jià)與分類,并根據(jù)分類結(jié)果,從不同角度為它選擇與發(fā)展盈利模式提出了相應(yīng)的策略。在文章的結(jié)尾,筆者總結(jié)了本文的研究內(nèi)容,指出了存在的不足并提出了改進(jìn)的建議,同時(shí)對今后的研究做了展望。筆者希望通過對我國團(tuán)購網(wǎng)站盈利模式優(yōu)化方法的研究,為團(tuán)購網(wǎng)站以及其他企業(yè)在選擇與發(fā)展適合自己的盈利模式方面,提供一些經(jīng)驗(yàn)和參考。
[Abstract]:In recent years, the online group purchase has gradually entered the daily life of our people, and with the annual increase of the turnover and the number of members of the group, the online group buying industry is developing rapidly. However, this kind of rapid development has not made the network group purchase industry obtain the huge profit, in fact, the overall view, our country network group purchase industry has not realized the profit at present. There are many reasons for this phenomenon. One of the most important reasons is that our country's network group buying enterprise, the group purchase website, has not yet found its own profit model. It is well known that a profitable model suitable for any enterprise is crucial for its success or failure, and group-buying websites are no exception. Therefore, taking advantage of the booming situation of the online group buying industry, to find a scientific, reasonable and sustainable profit model for the group purchase website, so that it can gain profits and then realize the profits of the entire online group buying industry. Is our country group purchase website urgently needs to pay attention to and solves the important question. This paper introduces the present situation that the network group buying industry in our country has not realized the profit as a whole, takes this as the research background, and clarifies the research purpose of choosing and developing the profit mode suitable for our country's group purchase website. Then summarized the domestic and foreign scholars about the group purchase website profit model research, at the same time combs the group purchase website and the profit pattern correlation theory. On this basis, the author puts forward the optimization method of profit model of group purchase website in our country, that is, on the basis of questionnaire survey, this paper first evaluates the existing eight profit models of group purchase website in our country by using Boda function, and then according to the evaluation results, The eight profit models are divided into four different types by using Boston matrix, and then the strategies of selecting and developing profit models are put forward from different angles for group-buying websites. In this optimization method, the evaluation and classification of profit model is the means, and the choice and development of profit model is the purpose. Then, taking Meituan net as an example, this paper evaluates and classifies its profit model by using this optimization method, and puts forward corresponding strategies for its selection and development of profit model from different angles according to the classification results. At the end of the paper, the author summarizes the research contents of this paper, points out the shortcomings and puts forward some suggestions for improvement. At the same time, the author makes a prospect for the future research. The author hopes to provide some experience and reference for group purchase website and other enterprises in choosing and developing profit model which is suitable for their own through the study of the optimization method of profit model of group purchase website in our country.
【學(xué)位授予單位】：華中師范大學(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：2295204