团购网站的商业模式研究
发布时间：2019-05-10 17:26
【摘要】：随着互联网技术的快速发展,团购逐渐为人们所熟知,成为本地生活的消费方式之一,团购网站也成为炙手可热的应用。对团购网站的产生和发展进行分析发现,团购网站进入我国至今经历了市场兴起、发展、爆发、白热化竞争和深耕生活服务领域而规模翻倍的增长期,面对快速变化的市场环境和商业模式同质化严重等问题,如何健康发展是团购网站在积极探索的问题。在理论研究中,有部分学者开始对团购、团购网站这一主体进行研究,但研究内容多集中在团购网站持续使用意愿、消费者行为等实证研究,对于团购网站商业模式的研究数量非常少,并且都没有进行深入的研究。在这样的理论与实践背景下,本文对团购网站商业模式进行研究,不仅能加深对团购网站的研究深度,而是对于当前形势下团购网站解决模式单一、盈利能力差的问题,对获得持续竞争优势有着重要意义。从商业模式角度研究团购网站这一主体。通过理论研究,回顾了国内外学者对于团购网站和商业模式的相关研究,对团购网站商业模式进行了概念界定。从商业模式的本质——价值创造逻辑出发,在Osterwalder学者的商业模式构成九要素模型基础上,构建了团购网站商业模式的构成框架,包括客户价值主张、价值网络、盈利模式和核心资源四个构成要素,并对团购网站商业模式构成进行了深入的分析。目前行业内存在的团购网站商业模式类型包括消费者代理团购模式、消费者自主团购模式、企业代理团购模式、企业自主团购模式,对四种类型的商业模式进行了构成分析。在对团购网站商业模式分析的基础上提出通过从客户价值主张、价值网络、盈利模式维度对团购网站商业模式创新展开研究,并论述了主要创新途径,提出了创新型的商家代理团购模式和商家自主团购模式两种新商业模式,并对团购网站商业模式之间的转变进行探索,从商业模式构成、组织结构和业务流程三个方面研究转变需要的条件。最后,采用百度糯米这家典型团购网站实际案例,对其商业模式构成进行分析论证,发现其商业模式存在的问题,应用本文创新方法提出了实质性的对策建议。通过对团购网站商业模式进行了研究,为团购网站分析提供了一种新的思路,为以后的研究提供了一定的借鉴意义,也为团购网站的快速健康发展提供了指导。
[Abstract]:With the rapid development of Internet technology, group buying is gradually known to people, and has become one of the consumption patterns of local life. Group purchase website has also become a hot application. Through the analysis of the emergence and development of the group purchase website, it is found that the entry of the group purchase website into our country has experienced a period of doubling the scale of the market rise, development, explosion, white hot competition and deep ploughing life service field. In the face of the fast changing market environment and the serious homogeneity of business model, how to develop healthily is an active problem in the exploration of group purchase website. In the theoretical research, some scholars began to study the main body of group purchase and group purchase website, but most of the research content focused on the empirical research such as the willingness to continue to use the group purchase website, consumer behavior and so on. There is very little research on the business model of group purchase website, and no in-depth research has been carried out. Under the background of such theory and practice, this paper studies the business model of group purchase website, which can not only deepen the research depth of group purchase website, but also solve the problem of single mode and poor profitability of group purchase website under the current situation. It is of great significance to obtain sustainable competitive advantage. From the point of view of business model to study the group purchase website this one main body. Through theoretical research, this paper reviews the relevant research on group purchase website and business model by scholars at home and abroad, and defines the concept of group purchase website business model. Starting from the essence of business model-value creation logic, and on the basis of Osterwalder scholars' nine element model of business model, this paper constructs the framework of business model of group purchase website, including customer value proposition and value network. The four elements of profit model and core resources are analyzed, and the composition of group purchase website business model is analyzed deeply. At present, the types of business models of group buying websites in the industry include consumer agency group purchase model, consumer independent group purchase model, enterprise agent group purchase model and enterprise independent group purchase model. Four types of business models are analyzed. Based on the analysis of the business model of group purchase website, this paper puts forward the research on the business model innovation of group purchase website from the dimensions of customer value proposition, value network and profit model, and discusses the main ways of innovation. This paper puts forward two new business models: innovative business agent group purchase model and merchant independent group purchase model, and probes into the transformation between the business models of the group purchase website, which is composed of the business model. Organizational structure and business process three aspects to study the conditions required for transformation. Finally, using the actual case of Baidu glutinous rice, a typical group buying website, this paper analyzes and demonstrates the composition of its business model, finds out the problems existing in its business model, and puts forward some substantive countermeasures and suggestions by using the innovation method in this paper. Through the study of the business model of the group purchase website, this paper provides a new idea for the analysis of the group purchase website, provides a certain reference significance for the future research, and also provides guidance for the rapid and healthy development of the group purchase website.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
[Abstract]:With the rapid development of Internet technology, group buying is gradually known to people, and has become one of the consumption patterns of local life. Group purchase website has also become a hot application. Through the analysis of the emergence and development of the group purchase website, it is found that the entry of the group purchase website into our country has experienced a period of doubling the scale of the market rise, development, explosion, white hot competition and deep ploughing life service field. In the face of the fast changing market environment and the serious homogeneity of business model, how to develop healthily is an active problem in the exploration of group purchase website. In the theoretical research, some scholars began to study the main body of group purchase and group purchase website, but most of the research content focused on the empirical research such as the willingness to continue to use the group purchase website, consumer behavior and so on. There is very little research on the business model of group purchase website, and no in-depth research has been carried out. Under the background of such theory and practice, this paper studies the business model of group purchase website, which can not only deepen the research depth of group purchase website, but also solve the problem of single mode and poor profitability of group purchase website under the current situation. It is of great significance to obtain sustainable competitive advantage. From the point of view of business model to study the group purchase website this one main body. Through theoretical research, this paper reviews the relevant research on group purchase website and business model by scholars at home and abroad, and defines the concept of group purchase website business model. Starting from the essence of business model-value creation logic, and on the basis of Osterwalder scholars' nine element model of business model, this paper constructs the framework of business model of group purchase website, including customer value proposition and value network. The four elements of profit model and core resources are analyzed, and the composition of group purchase website business model is analyzed deeply. At present, the types of business models of group buying websites in the industry include consumer agency group purchase model, consumer independent group purchase model, enterprise agent group purchase model and enterprise independent group purchase model. Four types of business models are analyzed. Based on the analysis of the business model of group purchase website, this paper puts forward the research on the business model innovation of group purchase website from the dimensions of customer value proposition, value network and profit model, and discusses the main ways of innovation. This paper puts forward two new business models: innovative business agent group purchase model and merchant independent group purchase model, and probes into the transformation between the business models of the group purchase website, which is composed of the business model. Organizational structure and business process three aspects to study the conditions required for transformation. Finally, using the actual case of Baidu glutinous rice, a typical group buying website, this paper analyzes and demonstrates the composition of its business model, finds out the problems existing in its business model, and puts forward some substantive countermeasures and suggestions by using the innovation method in this paper. Through the study of the business model of the group purchase website, this paper provides a new idea for the analysis of the group purchase website, provides a certain reference significance for the future research, and also provides guidance for the rapid and healthy development of the group purchase website.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
【引证文献】
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本文编号：2473865
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