团购网站商业模式分析与创新研究

团购网站商业模式分析与创新研究摘要团购网站的典型代表GrouPon于2008年H月在美国芝加哥成立,其凭借简单清晰的商业模式迅速获得了成功,开创了团购网站新的商业模式。自2010年3月Groupon的商业模式被引入到中国以来,团购网站如雨后春笋般在全国大中小城市出现,其发展速度令人吃惊。截止到2010年n月底,短短8个月的时间,中国团购网站数量达到1664家,网络团购的市场规模(销售额)达到12个亿。国内近乎疯狂的网络团购为消费者带来了实实在在的实惠,也了产生了一些负面问题如信用风险、消费陷阱、服务质量下滑和同质化等问题。面对当前国内“千团大战”的状况,笔者以第三方视角基于产业价值链和商业模式理论为基础,分析了现有商业模式并进行了创新。笔者希望通过本文研究给予我国团购网站行业特别是团购网站企业一些发展建一议,使我国团购网站行业能够快速、健康发展,最终实现消费者、商家、团购网站以及产业链相关参与者多方共赢的理想局面。本文首先在综述国内外商业模式创新及创新途径与方法的基础上,主要论述了团购网站国内外发展现状、团购网站产业价值链构成和竞争结构,并从商业模式构成要素角度对团购网站现有商业模式进行分析,然后笔者在以上分析的基础上,指出现有商业模式存在的问题;其次,本文在前文对团购网站产业链分析的基础上,从产业价值链创新角度对现有团购网站产业进行价值链创新,提出基于价值链分拆型和价值链创新型两种创新途径。接着,依据马克.约翰逊、克莱顿.克里斯滕森、孔翰宁三位大师在《如何重塑商业模式》构建的商业模式模型,在前文商业模式构成要素的创新途径研究的基础上,从客户价值主张、盈利模式、关键资源和关键流程四个维度对团购网站商业模式进行创新,并论述了团购网站主要创新途径。最后,运用层次分析法和综合模糊评价法评价团购网站商业模式创新的有效性。北京邮电人学映卜研究生学位论文关键词团购网站价值链商业模式商业模式创新创新途北京邮电大学硕l:l口「究生学位论文ANALYSISANDINNO丫ATIONRESEARCHOFGROUPBUYINGYVEBSITEBUSINESSMODELABSTRACTGrouPonat冲iealrePresentativeofgrouPbuyingwebsitefoundedinNovelnber2008inChieagosueeeededwithasimPleandelearbusinessrnodelandereatedanewbusinessmodelofgrouPbuyingwebsite.SineeMareh2010GrouPonbusinessmodelhasbeenintrodueedtoChina,grouPbuyingWebsiteshavesPrunguPthereintheeitiesofthecountry,anditsgrowthrate15astonishing.AsoftheendofNovember2010,justin8months,thenumberofgrouPbuyingwebsiteshasreached1664,andthesizeofthemarketreaehed12billion.FrenziedwebgrouPbuying15bfoughttangiblebenefitstoeonsumers,butalsospmenegativeissues,suehascreditrisk,eonsumertraPs,deelineinthequalityofserviee,homogenizationand50on.Inthefaceofthesituationof“warofthousandsofgrouPbuyingwebsites,”theauthorbasedonthetheoryofvaluechainandbusinessmodel,analyzesthebusinessmodelofgrouPbuyingwebsiteandgivesitinnovationina111」七京l]li'电大学硕l:{口14亢生学位论文thirdPartyPersPective.1hoPethatthroughthisPaPer,1givetheindustryofgrouPbuyingwebsites,esPeeiallytheentelprisesinitanumberofdeveloPmentProPosals,50thatourindustriesofgrouPbuyillgwebsiteseandeveloPrapidlyandhealthilyandultimatelyaehievemulti一win一winsituationofeonsumers,businesses,grouPbuyingwebsitesandindustryPartlclPantS.Firstly,basedonthereviewofbusinessmodel,businessmodelinnovationandinnovarionPathsofit,thisPaPerdisucussedthedeveloPmentstatusoftheindustryofgrouPbuyingwebsitesathomeandabroad,theeonstituteofthevaluechainandtheeomPetitivestructureofit,thenfromtheelementsofbusinessmodelPersPeetive1analyzethebusinessofgrouPbuyingwebsitesandPointouttheProblemsofbusinessmodel.Secondly,thetextintllefourthehaPterProPosessPin一offandinnovationofthevalueehainintwoways.Thirdly,basedonthe“howtoreshaPethebusinessmodel,,model,fromcustomervalueProPosition、Profltformula、keyresoureesandkeyProeessesPersPeetiveofbusinessmodel,1ProPoseinnovationofbusinessmodel.Fourly,analyzeoftheeffeetiveneSSOfbusineSSmode!innovation.KEYWORDS:GrouPbuyingwebsiteValueehainBusineSSmodelBusinessmodelinnovationInnovationPathIV北京邮电人学硕「研究生学位论文目录第一章绪论............................................................……,..........................................................……11.1研究的背景和意义,……,…,,.....................................................................................……11.1.1研究的背景..…,...............................................................................................……11.1.2研究的意义.........……,......................................................................................……21.2团购网站概念界定...............................................……,............................................……,二21.2.1团购、网络团购与团购网站..............................……`二,.................................……,.31.2.2团购网站的特点.......................................................................................……,…,二51`2.3团购网站的团购流程.......................................................................……,......……51.3论文的主要内容和框架..................................................................……,..…,…,…,…61,3.1论文研究的内容............................................................……,...........................……61.3.2论文的研究框架.......................................……,...……,…,.......……,...................……71.4本文的创新点................……,.....……,................……,.…,..........……,....................……8第二章相关理论综述......................................................................................……,...............……102.1价值链…、..……、.....................................................................……`......……,...............……102.1.1价值链概念..…,..........................................................……,........……,.....……,102.1.2价值链构成...........................................……,..................................................……n2.2商业模式与商业模式创新.......................................................................................……1222.1商业模式...................................……卜二,...........................................................……132.2.2商业模式创新................……,......................................................................……,.巧2.3商业模式创新途径与方法.......................................................................................……172.3.1企业商业模式创新途径与方法的分析框架......................................