大众点评网商业模式分析
发布时间：2018-09-05 17:15
【摘要】：作为一种新兴的消费模式,网络团购已经经历了从被消费者所熟悉到得到了认可的过程。而如何从中找到适合网络团购的最佳商业模式,实现吸引客户、网站盈利的良性循环,是该课题研究的当务之急。本文以大众点评网这一网络团购行业龙头企业为代表,详细分析其商业模式,指出其存在的局限性,并提出相应的研究对策。在此基础上以小见大,着眼于整个网络团购行业的发展前景。本文从商业模式的九大构成要素出发,对大众点评网的运营模式和盈利模式进行系统分析。以其外部市场环境的解读和自身竞争力的分析为基础,具体从商户资信评估和信用监测、信息资源的把控性、寻求优质合作伙伴优化购后体验、支付机制的完善与创新等方面研究存在的问题,给出相应的解决方案。通过对行业性的整体分析和大众点评网的具体研究,本文得出如下结论:大众点评网的运营模式要想取得可持续性的发展,需要出台更多相关的政策法规来规避行业问题;为实现自身商业模式的创新不可错过移动互联网发展的机遇;团购网站个体具体针对自身商业模式的缺陷,采取一系列的有效措施进行弥补;待行业发展成熟可后,向综合型团购网站或优惠券运营商转型是一条可行之路。
[Abstract]:As a new consumption mode, online group buying has experienced a process from being familiar to consumers. How to find the best business model to attract customers and profit is the most urgent task. This article takes Dianping net, a leading enterprise in the network group buying industry, as a representative, analyzes its business model in detail, points out its limitations, and puts forward corresponding research countermeasures. On this basis through a small part of the whole, focusing on the entire network group buying industry development prospects. Based on the nine elements of business model, this paper makes a systematic analysis of Dianping's operation mode and profit model. Based on the interpretation of its external market environment and the analysis of its own competitiveness, from the commercial credit evaluation and credit monitoring, the control of information resources, the search for high-quality partners to optimize the post-purchase experience, The problems existing in the improvement and innovation of payment mechanism are studied, and the corresponding solutions are given. Through the overall analysis of the industry and the specific study of Dianping net, this paper draws the following conclusions: in order to achieve the sustainable development of the operational mode of Dianping net, it is necessary to issue more relevant policies and regulations to avoid the industry problems; In order to realize the innovation of its own business model, we should not miss the opportunity of the development of mobile Internet; the individuals of group-buying website should take a series of effective measures to make up for the defects of their own business model; after the development of the industry, To the comprehensive group purchase website or coupons operator transformation is a feasible way.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
本文编号：2224916
[Abstract]:As a new consumption mode, online group buying has experienced a process from being familiar to consumers. How to find the best business model to attract customers and profit is the most urgent task. This article takes Dianping net, a leading enterprise in the network group buying industry, as a representative, analyzes its business model in detail, points out its limitations, and puts forward corresponding research countermeasures. On this basis through a small part of the whole, focusing on the entire network group buying industry development prospects. Based on the nine elements of business model, this paper makes a systematic analysis of Dianping's operation mode and profit model. Based on the interpretation of its external market environment and the analysis of its own competitiveness, from the commercial credit evaluation and credit monitoring, the control of information resources, the search for high-quality partners to optimize the post-purchase experience, The problems existing in the improvement and innovation of payment mechanism are studied, and the corresponding solutions are given. Through the overall analysis of the industry and the specific study of Dianping net, this paper draws the following conclusions: in order to achieve the sustainable development of the operational mode of Dianping net, it is necessary to issue more relevant policies and regulations to avoid the industry problems; In order to realize the innovation of its own business model, we should not miss the opportunity of the development of mobile Internet; the individuals of group-buying website should take a series of effective measures to make up for the defects of their own business model; after the development of the industry, To the comprehensive group purchase website or coupons operator transformation is a feasible way.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
【参考文献】
相关期刊论文 前1条
1 张其翔;吕廷杰;;商业模式研究理论综述[J];商业时代;2006年30期
，本文编号：2224916
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