WA优惠券平台战略研究

发布时间：2018-02-21 01:15

本文关键词： 优惠券平台优惠券平台团购平台用户的对比分析战略核心理论　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：WA优惠券平台主要向城市居民提供和生活相关的商家优惠打折及相关的生活旅游资讯。在发展的初期,得到商户和平台消费者的热情支持,但当平台进一步的扩大,WA优惠券平台的有效合作商户及网站的流量却没有继续增加,因为没有达到预计的业绩,投资方不愿再继续投入资金,致使平台的发展陷入困局。本文以WA优惠券平台作为研究的对象,主要从平台现有商业模式、市场策略、市场定位等方面采用SWOT分析模型、波特五力及三大一般战略分析模型、波士顿矩阵、PEST分析模型和对比分析法等方法对WA优惠券平台进行深刻的解读和分析,找出其问题的根源。本文先介绍了主要战略分析模型的本质内涵,然后分析了优惠券行业平台的现状,对目前国内优惠券平台面临的问题做了详细陈述,指出此行业的优势。后对WA优惠券平台做深入宏观环境分析,指出WA优惠券平台仍处在良好的发展环境中。其次,通过对优惠券平台和团购平台商户的调查问卷分析,得出这两类平台各有特色,团购平台并不能取代优惠券平台。通过SWOT分析,总结出WA优惠券平台目前的优劣势。最后,通过波特三大一般战略对WA优惠券平台所面临的问题做深刻的分析研究,指出解决目前现状的可行性建议,提出建立用户问题快速响应机制,树立Customer First,Employee First,客户优先,雇员优先的全局企业经营理念等。
[Abstract]:WA coupons platform mainly provides city residents with discount and related life travel information. In the early stage of development, WA coupons platform has received enthusiastic support from merchants and platform consumers. However, when the platform further expanded, the flow of effective partners and websites on the platform did not continue to increase, because the investors were not willing to continue to invest money because they did not achieve the expected results. This paper takes the WA coupon platform as the research object, mainly adopts SWOT analysis model, Porter five forces and three general strategic analysis models from the existing business model, market strategy and market positioning of the platform. Boston Matrix pest analysis model and contrast analysis are used to analyze the WA coupon platform and find out the root of the problem. This paper first introduces the essential connotation of the main strategic analysis model. Then it analyzes the current situation of the coupons industry platform, makes a detailed statement on the problems faced by the domestic coupons platform, points out the advantages of the industry, and makes a deep analysis of the macro environment of the WA coupons platform. It is pointed out that the WA coupon platform is still in a good development environment. Secondly, through the questionnaire analysis on the coupons platform and the group purchase platform, it is concluded that the two platforms have their own characteristics. Group purchase platform can not replace coupon platform. Through SWOT analysis, the advantages and disadvantages of WA coupons platform are summarized. Finally, through three general strategies of Porter, the problems faced by WA coupon platform are deeply analyzed and studied. The paper points out the feasible suggestions to solve the present situation, and puts forward the establishment of the rapid response mechanism of user problems, and the concept of Customer first employee first, customer first, employee first, etc.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

【共引文献】