团购网站模式与运行机制比较研究

发布时间：2018-04-03 18:36

本文选题：网络团购模式　切入点：运行机制　出处：《重庆邮电大学学报(社会科学版)》2016年05期

【摘要】：通过对垂直式、自主运营式、电子商务平台式以及导购式等四种团购网站模式运行机制、特点进行归纳总结,分析了团购网站模式与运行机制之间的匹配关系。研究发现:在团购模式与交易机制匹配方面,垂直式可与自营、在线客服匹配,自主运营式可与线下招商、预付款、自主沟通匹配,电子商务平台式可与线上招商、即时通讯匹配,导购式可与线上招商匹配;在团购模式与盈利机制匹配方面,垂直式可与商品直销、分站加盟匹配,自主运营式可与交易佣金、推广费用匹配,电子商务平台式和导购式均可与推广费用匹配;在团购模式与信用保障机制方面,垂直式可与售后机制匹配,自主运营式可与品控、评价机制匹配,电子商务平台式可与支付、评价机制匹配,导购式可与品控机制匹配。
[Abstract]:This paper summarizes the operation mechanism and characteristics of four kinds of group purchase website modes, such as vertical mode, independent operation mode, electronic commerce platform mode and guided purchase mode, and analyzes the matching relationship between group purchase website mode and operation mechanism.It is found that in the matching of group purchase mode and transaction mechanism, vertical type can be matched with self-support, online customer service can be matched, independent operation mode can be matched with offline investment, advance payment can be matched with independent communication, e-commerce platform can be used to attract investment online.Instant messaging matching, shopping guide and online investment matching; in group purchase mode and profit mechanism matching, vertical type and commodity direct sales, sub-station matching, independent operation can be with the transaction commission, promotion costs match,In group purchase mode and credit guarantee mechanism, vertical type can match after-sale mechanism, independent operation type can match quality control, evaluation mechanism, e-commerce platform can match payment,The evaluation mechanism matches, and the purchase guide can match with the quality control mechanism.
【作者单位】：重庆邮电大学网络社会发展问题研究中心;重庆邮电大学经济管理学院;
【基金】：网络社会发展问题研究中心重点研究课题:网络团购的社会互动机制及监管对策研究(2012SKJd02) 重庆社会科学规划项目(2014SK205)
【分类号】：F724.6

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