本文選題：團(tuán)購(gòu)網(wǎng)站 + 平臺(tái)戰(zhàn)略��； 參考：《中北大學(xué)》2015年碩士論文

【摘要】：移動(dòng)互聯(lián)網(wǎng)和O2O行業(yè)飛速發(fā)展的時(shí)代，團(tuán)購(gòu)網(wǎng)站作為連接商家與顧客的關(guān)鍵，以前所未有的態(tài)勢(shì)影響著平臺(tái)生態(tài)圈中相關(guān)群體網(wǎng)絡(luò)效應(yīng)的發(fā)揮與平臺(tái)價(jià)值的創(chuàng)造。團(tuán)購(gòu)網(wǎng)站的運(yùn)營(yíng)效率能夠表明其自身的競(jìng)爭(zhēng)及生存能力。如何在平臺(tái)商業(yè)模式不斷發(fā)展和團(tuán)購(gòu)行業(yè)逐漸向O2O深化的背景下，提高團(tuán)購(gòu)網(wǎng)站運(yùn)營(yíng)效率成為網(wǎng)站發(fā)展亟待解決的問(wèn)題。因此，必須對(duì)團(tuán)購(gòu)網(wǎng)站運(yùn)營(yíng)現(xiàn)狀有個(gè)清晰的認(rèn)識(shí)，，有必要從平臺(tái)戰(zhàn)略視角出發(fā)對(duì)團(tuán)購(gòu)網(wǎng)站運(yùn)營(yíng)效率進(jìn)行研究，并對(duì)其影響因素進(jìn)行深入探討，以期為相關(guān)主體提供決策依據(jù)，助力團(tuán)購(gòu)網(wǎng)站競(jìng)爭(zhēng)力的提升和團(tuán)購(gòu)平臺(tái)價(jià)值共贏的實(shí)現(xiàn)。 本文首先對(duì)平臺(tái)戰(zhàn)略下團(tuán)購(gòu)網(wǎng)站及其效率與網(wǎng)站共鏈的相關(guān)概念進(jìn)行了梳理。在此基礎(chǔ)上，通過(guò)多維尺度分析和共鏈可視化分析的方法對(duì)30家主流團(tuán)購(gòu)網(wǎng)站的類型、競(jìng)爭(zhēng)情況及所有團(tuán)購(gòu)網(wǎng)站形成的整體網(wǎng)絡(luò)的結(jié)構(gòu)和特征進(jìn)行了分析。其次，設(shè)計(jì)了平臺(tái)戰(zhàn)略下的團(tuán)購(gòu)網(wǎng)站運(yùn)營(yíng)效率模型，包括運(yùn)營(yíng)效率測(cè)度模型和運(yùn)營(yíng)效率影響因素模型，并分別構(gòu)建了兩個(gè)維度的評(píng)價(jià)指標(biāo)體系。再者，在前文研究的基礎(chǔ)上，通過(guò)BCC與超效率DEA模型分析了30家團(tuán)購(gòu)網(wǎng)站的綜合技術(shù)效率、純技術(shù)效率和規(guī)模效率。進(jìn)一步，基于Tobit模型，對(duì)影響團(tuán)購(gòu)網(wǎng)站運(yùn)營(yíng)效率的商家和顧客兩個(gè)維度的因素進(jìn)行了深入探究。 研究發(fā)現(xiàn)：（1）競(jìng)爭(zhēng)力最強(qiáng)的團(tuán)購(gòu)網(wǎng)站為美團(tuán)網(wǎng)、拉手網(wǎng)等A類團(tuán)購(gòu)網(wǎng)站，這些網(wǎng)站相似性最高，處于整體網(wǎng)絡(luò)的核心地位，與其他網(wǎng)站的信息資源交換較為頻繁，具有一定影響力。（2）一半以上團(tuán)購(gòu)網(wǎng)站處于非DEA有效狀態(tài)，對(duì)信息資源的利用不充分。但整體上團(tuán)購(gòu)網(wǎng)站的技術(shù)水平較為先進(jìn)，發(fā)展規(guī)模也大體適宜。（3）商品分類數(shù)和日均IP訪問(wèn)量對(duì)團(tuán)購(gòu)網(wǎng)站的運(yùn)營(yíng)效率有顯著的正向影響。最后，根據(jù)研究結(jié)果，從網(wǎng)絡(luò)信息交換、網(wǎng)站基礎(chǔ)建設(shè)、相關(guān)群體效應(yīng)發(fā)揮及配套支撐體系完善幾個(gè)方面提出提升團(tuán)購(gòu)網(wǎng)站運(yùn)營(yíng)效率的對(duì)策建議。
[Abstract]:In the era of rapid development of mobile Internet and O2O industry, group purchase website, as the key to connect merchants and customers, has an unprecedented influence on the network effect of related groups and the creation of platform value in the platform ecosystem. The operation efficiency of group purchase website can show its own competition and survivability. How to improve the operation efficiency of group purchase website becomes an urgent problem to be solved under the background of the continuous development of platform business model and the deepening of group purchase industry to O2O. Therefore, it is necessary to have a clear understanding of the current situation of group purchase website operation. It is necessary to study the operational efficiency of group purchase website from the perspective of platform strategy, and to explore its influencing factors in order to provide decision basis for relevant subjects. The promotion of the competitiveness of group buying website and the realization of win-win value of group purchase platform. This paper firstly combs the related concepts of group buying website and its efficiency and website common chain under platform strategy. On this basis, the types, competition situation and the structure and characteristics of the whole network formed by all the group buying websites are analyzed by means of multidimensional scale analysis and common chain visualization analysis. Secondly, the operational efficiency model of group-buying website under platform strategy is designed, including the operational efficiency measurement model and the operational efficiency influencing factor model, and the evaluation index system of two dimensions is constructed respectively. Furthermore, on the basis of the previous research, the comprehensive technical efficiency, pure technical efficiency and scale efficiency of 30 group-buying websites are analyzed by BCC and super-efficiency DEA model. Furthermore, based on the Tobit model, the factors that affect the operation efficiency of group buying website from the two dimensions of merchant and customer are deeply explored. The study found that the most competitive group-buying websites are Meituan, Lahand, and so on. These websites have the highest similarity, are at the core of the overall network, and exchange information resources with other websites more frequently. More than half of the group-buying websites are in a non-DEA effective state, and the use of information resources is not sufficient. But on the whole, the technical level of group-buying website is relatively advanced, and the development scale is also suitable for .f3) the number of commodity classification and the daily average IP visit quantity have significant positive influence on the operation efficiency of group-buying website. Finally, according to the research results, from the network information exchange, the website infrastructure, the related group effect display and the supporting system consummation several aspects proposed the enhancement group purchase website operation efficiency countermeasure suggestion.
【學(xué)位授予單位】：中北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

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