我国团购网站盈利模式的优化方法研究
发布时间：2018-10-26 08:53
【摘要】：近年来,网络团购已经逐渐进入了我国人民的日常生活,并且随着交易额和参团人次的逐年递增,网络团购行业正在快速发展,然而这种快速发展并没有使网络团购行业获得巨大盈利,事实上,整体来看,目前我国网络团购行业还没有实现盈利。出现这种现象的原因很多,其中一个十分重要的原因是,我国网络团购企业——团购网站,尚未找到适合自己的盈利模式。众多周知,适合自己的盈利模式对于任何一个企业的兴衰成败而言都至关重要,团购网站也不例外。因此,趁着网络团购行业蓬勃发展的大好形势,为团购网站找到科学、合理和可持续发展的盈利模式,使其获得盈利进而实现整个网络团购行业的盈利,是当前我国团购网站亟待关注与解决的重要问题。本文介绍了当前我国网络团购行业整体上没有实现盈利的现状,以此为研究背景,阐明了以为我国团购网站选择和发展适合自己的盈利模式的研究目的,接着概括了国内外学者们关于团购网站盈利模式的研究,同时梳理了团购网站和盈利模式的相关理论。以此为基础,笔者提出了我国团购网站盈利模式的优化方法,即在问卷调查的基础上,首先利用波达函数对我国团购网站现有的8种盈利模式进行评价,然后根据评价结果,利用波士顿矩阵将这8种盈利模式分为4种不同类型,接着分别从不同角度为团购网站提出有针对性的选择与发展盈利模式的策略。在该优化方法中,盈利模式的评价与分类是手段,盈利模式的选择与发展是目的。之后,以美团网为案例,用这种优化方法对它的盈利模式进行了评价与分类,并根据分类结果,从不同角度为它选择与发展盈利模式提出了相应的策略。在文章的结尾,笔者总结了本文的研究内容,指出了存在的不足并提出了改进的建议,同时对今后的研究做了展望。笔者希望通过对我国团购网站盈利模式优化方法的研究,为团购网站以及其他企业在选择与发展适合自己的盈利模式方面,提供一些经验和参考。
[Abstract]:In recent years, the online group purchase has gradually entered the daily life of our people, and with the annual increase of the turnover and the number of members of the group, the online group buying industry is developing rapidly. However, this kind of rapid development has not made the network group purchase industry obtain the huge profit, in fact, the overall view, our country network group purchase industry has not realized the profit at present. There are many reasons for this phenomenon. One of the most important reasons is that our country's network group buying enterprise, the group purchase website, has not yet found its own profit model. It is well known that a profitable model suitable for any enterprise is crucial for its success or failure, and group-buying websites are no exception. Therefore, taking advantage of the booming situation of the online group buying industry, to find a scientific, reasonable and sustainable profit model for the group purchase website, so that it can gain profits and then realize the profits of the entire online group buying industry. Is our country group purchase website urgently needs to pay attention to and solves the important question. This paper introduces the present situation that the network group buying industry in our country has not realized the profit as a whole, takes this as the research background, and clarifies the research purpose of choosing and developing the profit mode suitable for our country's group purchase website. Then summarized the domestic and foreign scholars about the group purchase website profit model research, at the same time combs the group purchase website and the profit pattern correlation theory. On this basis, the author puts forward the optimization method of profit model of group purchase website in our country, that is, on the basis of questionnaire survey, this paper first evaluates the existing eight profit models of group purchase website in our country by using Boda function, and then according to the evaluation results, The eight profit models are divided into four different types by using Boston matrix, and then the strategies of selecting and developing profit models are put forward from different angles for group-buying websites. In this optimization method, the evaluation and classification of profit model is the means, and the choice and development of profit model is the purpose. Then, taking Meituan net as an example, this paper evaluates and classifies its profit model by using this optimization method, and puts forward corresponding strategies for its selection and development of profit model from different angles according to the classification results. At the end of the paper, the author summarizes the research contents of this paper, points out the shortcomings and puts forward some suggestions for improvement. At the same time, the author makes a prospect for the future research. The author hopes to provide some experience and reference for group purchase website and other enterprises in choosing and developing profit model which is suitable for their own through the study of the optimization method of profit model of group purchase website in our country.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
本文编号：2295205
[Abstract]:In recent years, the online group purchase has gradually entered the daily life of our people, and with the annual increase of the turnover and the number of members of the group, the online group buying industry is developing rapidly. However, this kind of rapid development has not made the network group purchase industry obtain the huge profit, in fact, the overall view, our country network group purchase industry has not realized the profit at present. There are many reasons for this phenomenon. One of the most important reasons is that our country's network group buying enterprise, the group purchase website, has not yet found its own profit model. It is well known that a profitable model suitable for any enterprise is crucial for its success or failure, and group-buying websites are no exception. Therefore, taking advantage of the booming situation of the online group buying industry, to find a scientific, reasonable and sustainable profit model for the group purchase website, so that it can gain profits and then realize the profits of the entire online group buying industry. Is our country group purchase website urgently needs to pay attention to and solves the important question. This paper introduces the present situation that the network group buying industry in our country has not realized the profit as a whole, takes this as the research background, and clarifies the research purpose of choosing and developing the profit mode suitable for our country's group purchase website. Then summarized the domestic and foreign scholars about the group purchase website profit model research, at the same time combs the group purchase website and the profit pattern correlation theory. On this basis, the author puts forward the optimization method of profit model of group purchase website in our country, that is, on the basis of questionnaire survey, this paper first evaluates the existing eight profit models of group purchase website in our country by using Boda function, and then according to the evaluation results, The eight profit models are divided into four different types by using Boston matrix, and then the strategies of selecting and developing profit models are put forward from different angles for group-buying websites. In this optimization method, the evaluation and classification of profit model is the means, and the choice and development of profit model is the purpose. Then, taking Meituan net as an example, this paper evaluates and classifies its profit model by using this optimization method, and puts forward corresponding strategies for its selection and development of profit model from different angles according to the classification results. At the end of the paper, the author summarizes the research contents of this paper, points out the shortcomings and puts forward some suggestions for improvement. At the same time, the author makes a prospect for the future research. The author hopes to provide some experience and reference for group purchase website and other enterprises in choosing and developing profit model which is suitable for their own through the study of the optimization method of profit model of group purchase website in our country.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
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