平台战略下团购网站运营效率研究

发布时间：2018-05-27 02:28

本文选题：团购网站 + 平台战略　；参考：《中北大学》2015年硕士论文

【摘要】：移动互联网和O2O行业飞速发展的时代，团购网站作为连接商家与顾客的关键，以前所未有的态势影响着平台生态圈中相关群体网络效应的发挥与平台价值的创造。团购网站的运营效率能够表明其自身的竞争及生存能力。如何在平台商业模式不断发展和团购行业逐渐向O2O深化的背景下，提高团购网站运营效率成为网站发展亟待解决的问题。因此，必须对团购网站运营现状有个清晰的认识，，有必要从平台战略视角出发对团购网站运营效率进行研究，并对其影响因素进行深入探讨，以期为相关主体提供决策依据，助力团购网站竞争力的提升和团购平台价值共赢的实现。本文首先对平台战略下团购网站及其效率与网站共链的相关概念进行了梳理。在此基础上，通过多维尺度分析和共链可视化分析的方法对30家主流团购网站的类型、竞争情况及所有团购网站形成的整体网络的结构和特征进行了分析。其次，设计了平台战略下的团购网站运营效率模型，包括运营效率测度模型和运营效率影响因素模型，并分别构建了两个维度的评价指标体系。再者，在前文研究的基础上，通过BCC与超效率DEA模型分析了30家团购网站的综合技术效率、纯技术效率和规模效率。进一步，基于Tobit模型，对影响团购网站运营效率的商家和顾客两个维度的因素进行了深入探究。研究发现：（1）竞争力最强的团购网站为美团网、拉手网等A类团购网站，这些网站相似性最高，处于整体网络的核心地位，与其他网站的信息资源交换较为频繁，具有一定影响力。（2）一半以上团购网站处于非DEA有效状态，对信息资源的利用不充分。但整体上团购网站的技术水平较为先进，发展规模也大体适宜。（3）商品分类数和日均IP访问量对团购网站的运营效率有显著的正向影响。最后，根据研究结果，从网络信息交换、网站基础建设、相关群体效应发挥及配套支撑体系完善几个方面提出提升团购网站运营效率的对策建议。
[Abstract]:In the era of rapid development of mobile Internet and O2O industry, group purchase website, as the key to connect merchants and customers, has an unprecedented influence on the network effect of related groups and the creation of platform value in the platform ecosystem. The operation efficiency of group purchase website can show its own competition and survivability. How to improve the operation efficiency of group purchase website becomes an urgent problem to be solved under the background of the continuous development of platform business model and the deepening of group purchase industry to O2O. Therefore, it is necessary to have a clear understanding of the current situation of group purchase website operation. It is necessary to study the operational efficiency of group purchase website from the perspective of platform strategy, and to explore its influencing factors in order to provide decision basis for relevant subjects. The promotion of the competitiveness of group buying website and the realization of win-win value of group purchase platform. This paper firstly combs the related concepts of group buying website and its efficiency and website common chain under platform strategy. On this basis, the types, competition situation and the structure and characteristics of the whole network formed by all the group buying websites are analyzed by means of multidimensional scale analysis and common chain visualization analysis. Secondly, the operational efficiency model of group-buying website under platform strategy is designed, including the operational efficiency measurement model and the operational efficiency influencing factor model, and the evaluation index system of two dimensions is constructed respectively. Furthermore, on the basis of the previous research, the comprehensive technical efficiency, pure technical efficiency and scale efficiency of 30 group-buying websites are analyzed by BCC and super-efficiency DEA model. Furthermore, based on the Tobit model, the factors that affect the operation efficiency of group buying website from the two dimensions of merchant and customer are deeply explored. The study found that the most competitive group-buying websites are Meituan, Lahand, and so on. These websites have the highest similarity, are at the core of the overall network, and exchange information resources with other websites more frequently. More than half of the group-buying websites are in a non-DEA effective state, and the use of information resources is not sufficient. But on the whole, the technical level of group-buying website is relatively advanced, and the development scale is also suitable for .f3) the number of commodity classification and the daily average IP visit quantity have significant positive influence on the operation efficiency of group-buying website. Finally, according to the research results, from the network information exchange, the website infrastructure, the related group effect display and the supporting system consummation several aspects proposed the enhancement group purchase website operation efficiency countermeasure suggestion.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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