中国网络团购市场困局：形成机理与实证检验

发布时间：2018-06-18 20:06

本文选题：网络团购市场 + 发展困局　；参考：《大连理工大学》2014年硕士论文

【摘要】：随着信息技术的应用与互联网的普及,电子商务模式得到了空前的发展,网络团购作为一种新兴电子商务模式,引起了社会各界的广泛关注,中国的网络团购市场从兴起到快速扩张,在到发展遇到瓶颈,无一不是社会各界关注的焦点。本文将以此为切入点深入探讨中国网络团购市场发展困局形成的机理,并且需求解决所遇到困难的途径,为促进我国网络团购市场健康长远发展提供可参考的建议,同时丰富网络团购市场的理论研究领域。本文以网络团购市场表现出的现状着手,通过资料的收集和文献的阅读,对中国网络团购市场的发展历程进行了梳理,将网络团购市场的发展历程分为兴起、扩张和停滞三个阶段,并对每个阶段所表现出来的特点进行分析,同时对中国网络团购市场存在的问题进行总结,通过综合各阶段的特点及问题,构建中国网络团购市场发展困局形成机理图,深入系统的分析寻找中国网络团购市场存在问题的原因及各原因之间的关系。最后用实证分析对机理图的分析结果进行检验,进一步对影响中国网络团购市场发展的因素进行分析,同时针对各因素提出相对应的政策建议,促进中国网络团购市场健康发展。通过研究发现中国网络团购市场主要存在的问题有：大量团购网站被迫倒闭；网络团购企业融资困难；团购网站诚信缺失；团购网站难以约束商家的行为四个方面。通过对机理图的分析发现：网络团购是由团购网站主导和网络团购市场入市门槛低是导致发展困局形成的基本因素,同质化和信誉问题是导致发展困局形成的间接因素,团购网站主导、入市门槛低导致出现同质化现象,入市门槛低导致信誉出现问题,最后同质化和信誉问题共同作用导致企业盈利能力差,最终导致中国网络团购市场困局的出现。在文章的最后,通过实证检验,对机理图得出的结论进行了验证,并结合实证研究的结果提出了促进中国网络团购市场发展的几点建议建议：首先,推出有代表性的特色产品,提高用户粘性；其次,适当的降低推出商品的频率；再次,加强团购网站的信誉建设；最后,相关监管部门承担起应有的责任,加强立法,严格监管,相信通过以上各方面的共同努力,中国网络团购市场一定能够获得健康长远的发展,使得电子商务模式的形式得到丰富。
[Abstract]:With the application of information technology and the popularity of the Internet, e-commerce model has been unprecedented development. As a new e-commerce model, network group purchase has attracted wide attention from all walks of life. China's online group buying market from the rise to rapid expansion, in the development of the bottleneck, all is the focus of attention of all sectors of society. This paper will take this as the starting point to explore the mechanism of the difficulties in the development of China's online group buying market, and the ways to solve the difficulties encountered in the demand, so as to provide some suggestions for promoting the healthy and long-term development of our country's network group buying market. At the same time, it enriches the theoretical research field of network group buying market. This paper begins with the present situation of the online group purchase market, through the collection of data and the reading of the literature, combs the development course of China's network group purchase market, and divides the development process of the network group purchase market into the rise. Three stages of expansion and stagnation, and analysis of the characteristics of each stage, at the same time to summarize the problems existing in China's online group buying market, through the synthesis of the characteristics and problems of each stage, This paper constructs the formation mechanism map of the difficulties in the development of China's online group buying market, and analyzes the causes of the problems and the relationship among the reasons. Finally, the empirical analysis is used to test the analysis results of the mechanism map, and the factors that affect the development of China's online group buying market are further analyzed. At the same time, the corresponding policy recommendations are put forward for each factor. To promote the healthy development of China's online group buying market. The main problems in China's online group buying market are as follows: a large number of group buying websites are forced to close down; the financing difficulties of online group buying enterprises; the lack of integrity of group buying websites; and the difficulties of group buying websites to restrain the behavior of merchants. Through the analysis of the mechanism diagram, it is found that the network group purchase is the basic factor that leads to the formation of the difficult development situation, and the homogeneity and credibility problems are the indirect factors leading to the formation of the development difficulty, which is dominated by the group purchase website and the low entry threshold of the network group purchase market. Group purchase website is dominant, low entry threshold leads to homogenization, low entry threshold leads to credit standing problems, and finally homogenization and reputation problems together lead to poor profitability of enterprises. Eventually lead to the emergence of China's network group buying market difficulties. At the end of the article, through the empirical test, the conclusion of the mechanism diagram is verified, and combined with the results of the empirical research, several suggestions to promote the development of China's online group buying market are put forward: first, the introduction of representative characteristic products, Improve user stickiness; second, appropriately reduce the frequency of launching products; third, strengthen the credibility of group buying website construction; finally, the relevant regulatory authorities assume their due responsibilities, strengthen legislation, strict supervision, I believe that through the joint efforts of the above aspects, China's online group buying market will be able to obtain a healthy long-term development, so that the form of e-commerce patterns have been enriched.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6

【参考文献】