【摘要】：網(wǎng)絡(luò)團購作為近年來電子商務(wù)的新模式，為消費者提供了一個更加便捷的消費途徑。但在其快速發(fā)展的同時，，很多問題也隨即暴露，引起了社會上學(xué)者、媒體的廣泛關(guān)注。綜合來說，同質(zhì)化競爭、信用缺失、缺乏保障和監(jiān)管制度是當前團購網(wǎng)站競爭中存在的主要問題。本次研究針對網(wǎng)絡(luò)團購行業(yè)同質(zhì)化競爭嚴重這一問題，以網(wǎng)絡(luò)團購消費者市場為研究對象，試圖細分我國網(wǎng)絡(luò)團購行業(yè)的消費人群，為企業(yè)突破同質(zhì)化競爭的瓶頸提供思路。 在研究方法上，筆者通過設(shè)計并發(fā)放基于CHINA-VALS模型測量語句和團購網(wǎng)站吸引因素測量語句為主體的調(diào)研問卷，獲取消費者的有關(guān)信息。在CHINA-VALS模型測量語句部分，筆者選取了28條測量語句，經(jīng)過因子抽取并歸納后進行了因子命名：廣告意識、時尚新潮意識、飲食健康意識、個性成就意識、經(jīng)濟消費意識、新生活意識、隨意性意識、家庭生活意識和工作金錢意識。在對有效數(shù)據(jù)進行以因子分析、聚類分析為主的統(tǒng)計檢驗后，把我國網(wǎng)絡(luò)團購消費者分成五類，并結(jié)合人口統(tǒng)計學(xué)變量、消費者行為特征變量對各類人群嘗試進行特征總結(jié)和命名：時尚自我族、求進務(wù)實族、沖動小康族、勤儉消費族和傳統(tǒng)生活族。另外，通過對團購網(wǎng)站吸引因素16條測量語句的因子分析，獲得了吸引因素方面的六個因子：基本消費體驗、品牌宣傳、客服管理、促銷手段、個性化服務(wù)以及頁面設(shè)計。為了進一步了解各群體消費者對團購網(wǎng)站的態(tài)度，筆者將各類人群與六個吸引因子進行了相關(guān)性假設(shè)及檢驗。經(jīng)過檢驗，獲知了各類人群對不同的吸引因子的態(tài)度：時尚自我族與團購網(wǎng)站的個性化服務(wù)和頁面設(shè)計有顯著正相關(guān)關(guān)系；沖動小康族與團購網(wǎng)站的品牌宣傳和促銷活動有顯著正相關(guān)關(guān)系；勤儉消費族與團購網(wǎng)站的促銷活動有顯著正相關(guān)關(guān)系；與勤儉消費族相比，沖動小康族與團購網(wǎng)站的促銷活動相關(guān)性更強；與其他各群體相比，求進務(wù)實族與團購網(wǎng)站的基本消費體驗相關(guān)性最強。 在實證分析的基礎(chǔ)上，針對各群體表現(xiàn)出來的共性，團購網(wǎng)站可以通過建立注冊用戶的消費數(shù)據(jù)庫、改版頁面設(shè)計、整合優(yōu)勢資源等方法深度挖掘品牌優(yōu)勢。而針對不同人群的目標市場，網(wǎng)站可以從產(chǎn)品選擇、服務(wù)獨特性和宣傳方式方面提升精準營銷的成功率。
[Abstract]:As a new mode of e-commerce in recent years, online group buying provides consumers with a more convenient way to consume. However, with its rapid development, many problems have been exposed, which has aroused widespread concern of scholars and media in society. To sum up, homogeneous competition, lack of credit, lack of guarantee and supervision system are the main problems in the current group purchase website competition. In order to solve the problem of serious homogeneous competition in online group-buying industry, this study takes the online group-buying consumer market as the research object, and tries to subdivide the consumer population in China's online group-buying industry, so as to provide ideas for enterprises to break through the bottleneck of homogeneous competition. In the research method, the author designs and distributes a questionnaire based on CHINA-VALS model measurement statement and group purchase website attraction factor measurement statement as the main body to obtain the relevant information of consumers. In the part of CHINA-VALS model measurement statements, the author selects 28 measurement statements, and after factor extraction and induction, carries on the factor naming: advertising consciousness, fashion trendy consciousness, diet health consciousness, personality achievement consciousness, economic consumption consciousness, new life consciousness, arbitrariness consciousness, family life consciousness and work money consciousness. After the statistical test of effective data based on factor analysis and cluster analysis, the online group buying consumers in China are divided into five categories, and combined with demographic variables and consumer behavior characteristic variables, the characteristics of all kinds of people try to be summarized and named: fashion self-discipline, pursuit and implementation, impulse Xiaokang, industrious and frugal consumers and traditional life. In addition, through the factor analysis of 16 measurement statements of attraction factors of group buying website, six factors of attraction factors are obtained: basic consumption experience, brand promotion, customer service management, promotion means, personalized service and page design. In order to further understand the attitude of consumers to group buying sites, the author carries on the correlation hypothesis and tests between all kinds of people and six attraction factors. Through the test, we know the attitudes of all kinds of people to different attraction factors: there is a significant positive correlation between fashion self-esteem and group buying website personalized service and page design, a significant positive correlation between impulsive Xiaokang nationality and the brand promotion and promotion activities of group buying website, a significant positive correlation between diligent and frugal consumers and the promotion activities of group buying website, and a significant positive correlation between the brand promotion and promotion activities of group buying website. Compared with the industrious and frugal consumers, the impulsive Xiaokang nationality has a stronger correlation with the promotion activities of the group buying website, and compared with other groups, the group buying website has the strongest correlation with the basic consumption experience of the group buying website. On the basis of empirical analysis, according to the commonness of each group, the group purchase website can deeply mine the brand advantage by establishing the consumption database of registered users, modifying the page design, integrating the advantage resources and so on. According to the target market of different people, the website can improve the success rate of accurate marketing from the aspects of product selection, service uniqueness and propaganda mode.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F724.6;F224

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