發(fā)布時(shí)間：2018-02-21 01:15

  本文關(guān)鍵詞： 優(yōu)惠券平臺(tái) 優(yōu)惠券平臺(tái)團(tuán)購平臺(tái)用戶的對(duì)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(tái)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(tái)消費(fèi)者的熱情支持,但當(dāng)平臺(tái)進(jìn)一步的擴(kuò)大,WA優(yōu)惠券平臺(tái)的有效合作商戶及網(wǎng)站的流量卻沒有繼續(xù)增加,因?yàn)闆]有達(dá)到預(yù)計(jì)的業(yè)績(jī),投資方不愿再繼續(xù)投入資金,致使平臺(tái)的發(fā)展陷入困局。本文以WA優(yōu)惠券平臺(tái)作為研究的對(duì)象,主要從平臺(tái)現(xiàn)有商業(yè)模式、市場(chǎng)策略、市場(chǎng)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(duì)比分析法等方法對(duì)WA優(yōu)惠券平臺(tái)進(jìn)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(tái)的現(xiàn)狀,對(duì)目前國(guó)內(nèi)優(yōu)惠券平臺(tái)面臨的問題做了詳細(xì)陳述,指出此行業(yè)的優(yōu)勢(shì)。后對(duì)WA優(yōu)惠券平臺(tái)做深入宏觀環(huán)境分析,指出WA優(yōu)惠券平臺(tái)仍處在良好的發(fā)展環(huán)境中。其次,通過對(duì)優(yōu)惠券平臺(tái)和團(tuán)購平臺(tái)商戶的調(diào)查問卷分析,得出這兩類平臺(tái)各有特色,團(tuán)購平臺(tái)并不能取代優(yōu)惠券平臺(tái)。通過SWOT分析,總結(jié)出WA優(yōu)惠券平臺(tái)目前的優(yōu)劣勢(shì)。最后,通過波特三大一般戰(zhàn)略對(duì)WA優(yōu)惠券平臺(tái)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(jī)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(yíng)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(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 張珠燕;羅創(chuàng)公司發(fā)展戰(zhàn)略研究[D];華東師范大學(xué);2010年

2 董蕾;N煙廠人力資源規(guī)劃研究[D];南京理工大學(xué);2013年

3 陳小云;巨化股份公司氟制冷劑業(yè)務(wù)競(jìng)爭(zhēng)戰(zhàn)略研究[D];湖南大學(xué);2013年

4 劉敏濤;A郵輪公司發(fā)展戰(zhàn)略研究[D];大連海事大學(xué);2014年

5 劉小磊;遼寧衡業(yè)汽車新材股份有限公司市場(chǎng)營(yíng)銷案例研究[D];遼寧科技大學(xué);2014年

，

本文編號(hào)：1520575