團購網站的商業(yè)模式研究
發(fā)布時間：2019-05-10 17:26
【摘要】：隨著互聯(lián)網技術的快速發(fā)展,團購逐漸為人們所熟知,成為本地生活的消費方式之一,團購網站也成為炙手可熱的應用。對團購網站的產生和發(fā)展進行分析發(fā)現(xiàn),團購網站進入我國至今經歷了市場興起、發(fā)展、爆發(fā)、白熱化競爭和深耕生活服務領域而規(guī)模翻倍的增長期,面對快速變化的市場環(huán)境和商業(yè)模式同質化嚴重等問題,如何健康發(fā)展是團購網站在積極探索的問題。在理論研究中,有部分學者開始對團購、團購網站這一主體進行研究,但研究內容多集中在團購網站持續(xù)使用意愿、消費者行為等實證研究,對于團購網站商業(yè)模式的研究數(shù)量非常少,并且都沒有進行深入的研究。在這樣的理論與實踐背景下,本文對團購網站商業(yè)模式進行研究,不僅能加深對團購網站的研究深度,而是對于當前形勢下團購網站解決模式單一、盈利能力差的問題,對獲得持續(xù)競爭優(yōu)勢有著重要意義。從商業(yè)模式角度研究團購網站這一主體。通過理論研究,回顧了國內外學者對于團購網站和商業(yè)模式的相關研究,對團購網站商業(yè)模式進行了概念界定。從商業(yè)模式的本質——價值創(chuàng)造邏輯出發(fā),在Osterwalder學者的商業(yè)模式構成九要素模型基礎上,構建了團購網站商業(yè)模式的構成框架,包括客戶價值主張、價值網絡、盈利模式和核心資源四個構成要素,并對團購網站商業(yè)模式構成進行了深入的分析。目前行業(yè)內存在的團購網站商業(yè)模式類型包括消費者代理團購模式、消費者自主團購模式、企業(yè)代理團購模式、企業(yè)自主團購模式,對四種類型的商業(yè)模式進行了構成分析。在對團購網站商業(yè)模式分析的基礎上提出通過從客戶價值主張、價值網絡、盈利模式維度對團購網站商業(yè)模式創(chuàng)新展開研究,并論述了主要創(chuàng)新途徑,提出了創(chuàng)新型的商家代理團購模式和商家自主團購模式兩種新商業(yè)模式,并對團購網站商業(yè)模式之間的轉變進行探索,從商業(yè)模式構成、組織結構和業(yè)務流程三個方面研究轉變需要的條件。最后,采用百度糯米這家典型團購網站實際案例,對其商業(yè)模式構成進行分析論證,發(fā)現(xiàn)其商業(yè)模式存在的問題,應用本文創(chuàng)新方法提出了實質性的對策建議。通過對團購網站商業(yè)模式進行了研究,為團購網站分析提供了一種新的思路,為以后的研究提供了一定的借鑒意義,也為團購網站的快速健康發(fā)展提供了指導。
[Abstract]:With the rapid development of Internet technology, group buying is gradually known to people, and has become one of the consumption patterns of local life. Group purchase website has also become a hot application. Through the analysis of the emergence and development of the group purchase website, it is found that the entry of the group purchase website into our country has experienced a period of doubling the scale of the market rise, development, explosion, white hot competition and deep ploughing life service field. In the face of the fast changing market environment and the serious homogeneity of business model, how to develop healthily is an active problem in the exploration of group purchase website. In the theoretical research, some scholars began to study the main body of group purchase and group purchase website, but most of the research content focused on the empirical research such as the willingness to continue to use the group purchase website, consumer behavior and so on. There is very little research on the business model of group purchase website, and no in-depth research has been carried out. Under the background of such theory and practice, this paper studies the business model of group purchase website, which can not only deepen the research depth of group purchase website, but also solve the problem of single mode and poor profitability of group purchase website under the current situation. It is of great significance to obtain sustainable competitive advantage. From the point of view of business model to study the group purchase website this one main body. Through theoretical research, this paper reviews the relevant research on group purchase website and business model by scholars at home and abroad, and defines the concept of group purchase website business model. Starting from the essence of business model-value creation logic, and on the basis of Osterwalder scholars' nine element model of business model, this paper constructs the framework of business model of group purchase website, including customer value proposition and value network. The four elements of profit model and core resources are analyzed, and the composition of group purchase website business model is analyzed deeply. At present, the types of business models of group buying websites in the industry include consumer agency group purchase model, consumer independent group purchase model, enterprise agent group purchase model and enterprise independent group purchase model. Four types of business models are analyzed. Based on the analysis of the business model of group purchase website, this paper puts forward the research on the business model innovation of group purchase website from the dimensions of customer value proposition, value network and profit model, and discusses the main ways of innovation. This paper puts forward two new business models: innovative business agent group purchase model and merchant independent group purchase model, and probes into the transformation between the business models of the group purchase website, which is composed of the business model. Organizational structure and business process three aspects to study the conditions required for transformation. Finally, using the actual case of Baidu glutinous rice, a typical group buying website, this paper analyzes and demonstrates the composition of its business model, finds out the problems existing in its business model, and puts forward some substantive countermeasures and suggestions by using the innovation method in this paper. Through the study of the business model of the group purchase website, this paper provides a new idea for the analysis of the group purchase website, provides a certain reference significance for the future research, and also provides guidance for the rapid and healthy development of the group purchase website.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6
[Abstract]:With the rapid development of Internet technology, group buying is gradually known to people, and has become one of the consumption patterns of local life. Group purchase website has also become a hot application. Through the analysis of the emergence and development of the group purchase website, it is found that the entry of the group purchase website into our country has experienced a period of doubling the scale of the market rise, development, explosion, white hot competition and deep ploughing life service field. In the face of the fast changing market environment and the serious homogeneity of business model, how to develop healthily is an active problem in the exploration of group purchase website. In the theoretical research, some scholars began to study the main body of group purchase and group purchase website, but most of the research content focused on the empirical research such as the willingness to continue to use the group purchase website, consumer behavior and so on. There is very little research on the business model of group purchase website, and no in-depth research has been carried out. Under the background of such theory and practice, this paper studies the business model of group purchase website, which can not only deepen the research depth of group purchase website, but also solve the problem of single mode and poor profitability of group purchase website under the current situation. It is of great significance to obtain sustainable competitive advantage. From the point of view of business model to study the group purchase website this one main body. Through theoretical research, this paper reviews the relevant research on group purchase website and business model by scholars at home and abroad, and defines the concept of group purchase website business model. Starting from the essence of business model-value creation logic, and on the basis of Osterwalder scholars' nine element model of business model, this paper constructs the framework of business model of group purchase website, including customer value proposition and value network. The four elements of profit model and core resources are analyzed, and the composition of group purchase website business model is analyzed deeply. At present, the types of business models of group buying websites in the industry include consumer agency group purchase model, consumer independent group purchase model, enterprise agent group purchase model and enterprise independent group purchase model. Four types of business models are analyzed. Based on the analysis of the business model of group purchase website, this paper puts forward the research on the business model innovation of group purchase website from the dimensions of customer value proposition, value network and profit model, and discusses the main ways of innovation. This paper puts forward two new business models: innovative business agent group purchase model and merchant independent group purchase model, and probes into the transformation between the business models of the group purchase website, which is composed of the business model. Organizational structure and business process three aspects to study the conditions required for transformation. Finally, using the actual case of Baidu glutinous rice, a typical group buying website, this paper analyzes and demonstrates the composition of its business model, finds out the problems existing in its business model, and puts forward some substantive countermeasures and suggestions by using the innovation method in this paper. Through the study of the business model of the group purchase website, this paper provides a new idea for the analysis of the group purchase website, provides a certain reference significance for the future research, and also provides guidance for the rapid and healthy development of the group purchase website.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6
【引證文獻】
相關碩士學位論文 前3條
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本文編號：2473865
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