基于模糊综合评价法网络团购商业模式评价研究
发布时间：2018-10-07 19:19
【摘要】：近年来，随着电子商务系统的完善、人们消费观念的改变，网络团购逐渐走进了人们的生活中。根据中国电子商务研究中心报告数据显示，截至2013年12月底，全国团购网站累计诞生总数高达6218家，但目前正常运作的团购网站仅存213家。面对这种现状，许多专家学者对网络团购商业模式进行评价研究，但并没有形成统一的评价标准。所以，建立科学的评价指标体系并选择有效的评价方法对网络团购商业模式评价研究具有重要的理论意义与实践意义。 本文以价值网等相关理论为基础，通过文献研究的方法，，确定了顾客价值、运营能力、财务能力及组织学习能力四个一级评价指标。通过对每一个指标进一步分析，构建了由三个层级指标构成的网络团购商业模式评价体系。本文的评价方法选择的是模糊综合评价法，该方法是以模糊数学为基础，能够较好地解决由由于边界不清、不易定量的因素而导致的模糊问题，可以使评价结果客观公正、可信度高。在实证研究部分，本文选择了三家网络团购公司作为实证研究的对象，通过对三家团购网站进行对比评价，得出排名顺序与实际排名进行比较，从而验证了评价模型的可行性。 通过文献研究，本文得出：网络团购商业模式的评价可以从顾客价值、运营能力、财务能力及组织学习能力四个方面来对其进行综合评价。通过实证研究分析，验证了本文的评价模型应用于网络团购商业模式评价中具有合理性。所以使用该方法可以对网络团购商业模式进行综合评价，找出其薄弱环节并进行差异值计算提出合理的优化改进顺序。
[Abstract]:In recent years, with the improvement of electronic commerce system and the change of people's consumption concept, online group purchase has gradually entered people's life. By the end of December 2013, the total number of group-buying websites in China had reached 6218, but only 213 were currently in operation, according to a report by the China E-Commerce Research Center. In the face of this situation, many experts and scholars study the online group purchase business model, but there is no uniform evaluation standard. Therefore, the establishment of a scientific evaluation index system and the selection of effective evaluation methods are of great theoretical and practical significance to the evaluation of online group buying business model. Based on the theory of value net and the method of literature research, this paper determines four primary evaluation indexes: customer value, operation ability, financial ability and organizational learning ability. Through the further analysis of each index, the evaluation system of network group purchase business model is constructed, which is composed of three levels of indicators. The evaluation method in this paper is fuzzy comprehensive evaluation method, which is based on fuzzy mathematics. It can solve the fuzzy problem caused by unclear boundary and unquantifiable factors, and can make the evaluation result objective and just. The credibility is high. In the part of empirical research, this paper selects three online group buying companies as the object of empirical research, through the comparative evaluation of the three group-buying websites, the ranking order is compared with the actual ranking, which verifies the feasibility of the evaluation model. Through literature research, this paper concludes that the evaluation of online group purchase business model can be comprehensively evaluated from four aspects: customer value, operation ability, financial ability and organizational learning ability. Through empirical research and analysis, it is proved that the evaluation model of this paper is reasonable in the evaluation of online group purchase business model. Therefore, this method can be used to evaluate the business model of network group purchase, find out its weak link and calculate the difference value, and put forward the reasonable optimization and improvement order.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F224
本文编号：2255379
[Abstract]:In recent years, with the improvement of electronic commerce system and the change of people's consumption concept, online group purchase has gradually entered people's life. By the end of December 2013, the total number of group-buying websites in China had reached 6218, but only 213 were currently in operation, according to a report by the China E-Commerce Research Center. In the face of this situation, many experts and scholars study the online group purchase business model, but there is no uniform evaluation standard. Therefore, the establishment of a scientific evaluation index system and the selection of effective evaluation methods are of great theoretical and practical significance to the evaluation of online group buying business model. Based on the theory of value net and the method of literature research, this paper determines four primary evaluation indexes: customer value, operation ability, financial ability and organizational learning ability. Through the further analysis of each index, the evaluation system of network group purchase business model is constructed, which is composed of three levels of indicators. The evaluation method in this paper is fuzzy comprehensive evaluation method, which is based on fuzzy mathematics. It can solve the fuzzy problem caused by unclear boundary and unquantifiable factors, and can make the evaluation result objective and just. The credibility is high. In the part of empirical research, this paper selects three online group buying companies as the object of empirical research, through the comparative evaluation of the three group-buying websites, the ranking order is compared with the actual ranking, which verifies the feasibility of the evaluation model. Through literature research, this paper concludes that the evaluation of online group purchase business model can be comprehensively evaluated from four aspects: customer value, operation ability, financial ability and organizational learning ability. Through empirical research and analysis, it is proved that the evaluation model of this paper is reasonable in the evaluation of online group purchase business model. Therefore, this method can be used to evaluate the business model of network group purchase, find out its weak link and calculate the difference value, and put forward the reasonable optimization and improvement order.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F224
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