以网络为基础的房地产团购中间商模式研究

中南民族大学硕士学位论文以网络为基础的房地产团购中间商模式研究姓名：常冠军申请学位级别：硕士专业：企业管理指导教师：余序洲20070501IMercata.comMobshop.com123456IIAbstractInrecentyears,theadventofelectroniccommercehasledtothecreationofmanynewandinterestingbusinessmodelsforInternet-basedselling.Inthispaperwewillexploreavariantofthetypicaldynamicmechanisminwhichbuyersandsellersactivelyengageinthepricediscoveryprocessthatemphasizesthepowerofgroupbuying.DynamicpricingapproachesareusedbymanywellknownInternet-basedfirmsincludingfirmsthatofferonlineauctionsuchaseBuy.comandAmazon.com.Agroup-buyingdiscountisdynamicpricingmechanismthatmimicsthegeneralapproachoftraditionaldiscountshoppingclubs.Group-buyingpricingmechanismspermitbuyerstoaggregatetheirpurchasingpowerandobtainlowerpricesthanotherwisewouldbeabletogetindividually.Itisseenasaneffectiveformofelectroniccommerceandapromisingfieldforapplyingagenttechnologies.InawordGroup-buyingmeansthatsomegroupspurchasegoodsorserviceinquantitywiththepricelowerthanmarketprice.Itisamarketingchanneldifferentiatingfromthetraditionalones.Alargenumberofgroup-buyingauctionwebsitesemergingconstantlybothathomeandabroadindicatesthatthismodelhasgreatmarket.Butthepoorrewardsofmanyrelativewebsitesrevealsthechallengesfaced.WiththeclosingofMercata.com,aleadinggroup-buyingwebsite,andthechangeinstrategicdirectionofanothermarketleader,Mobshop.com,thefutureofgroup-buyingdiscountbusinessmodelsintheinternet-basedsellingisnolongerclear.Thispaper:(1)introducesthegroup-buyingbusinessmodelsinInternet-basedselling;(2)describesthebackgroundofGroup-buyingandthesensetostudyit;(3)emphasizesthekeyfactorstoinfluencethemodel;(4)reviewstherelativeliteratures,analyzestheGroup-buyingmodelbothathomeandabroad,(5)takesWuhanrealestateasanexample,bringsuptheframeworksuitableforthecybermediarymodelofinternalGroup-buyingwebsitessystematically;(6)collectsthedataofwuhangroup-buying,setsupstatisticalmodels,analysistwofactorsthatandexplorestheproblemthatneedstobefurtherstudiedlast.Keywords:Dynamicpricing;Group-buying;Cybermediary;Realestate1______212345678910111213141516CriticalMassKauffmanBinWangAuctionCycleInitiatorDemandAggregationMechanismCustomertargeted2-3B2C(B2B).B2BSHOP2getherMobshopSeller-drivenBuyer-drivenActbig17PointspeedSHOP2gether(destinationsite)(distributedservice)MobshopActbigMercataMobshopKauffmanBinWang1.MercataMobshop18MercataMobshopfour-tierpricing,2.MercataMobshopMecataMobshop3.MobshopMercata4.MercataMobshopMercataMobshop19B2C1B2C23123123123123123201212121221201.2.3.22BuygetherBuygether1.buy+together2.to3.1.“”2.“”3.“”4.23“”1.2.3.24“”“”1.2.3.4.255.6.261.2.“”3.4.IT2724281.2.3.4.5.6.+“”7.8.“”/9.“”10.“”3-2IIIIIIIVVVIVIIVIIIIX12923IIVVII“”30310%2%4%6%8%10%12%14%16%GDP32337820852495641084912359.9841,1958030500001000001500002000002500000510152025303540455055606570758085909510034353637383940414-12DescriptiveMinMaxMeanStddevQ01598.732716.71700.006130.3120.04150.0375E0103.69312.1851424-13QE()Q1.0000.572**.721**E.572**1.0000.387**PearsonCorrelation.721**.387**1.0000Q.000.000E.000.000Sig-(1-tailed).000.000Q101101101E101101101N101101101**Correlationissignificantat0.01level(1-taild)CollinearitystatisticsMODELUnstandardizedcoefficients1-tailed(Signif)Tolerance()Constant-5.65***p2.6395.117***0.8501.1762.6188.718***0.8501.17643444546474849[1][][2][][3][].-2001[4][5][6]2004[7][8]2000[9][10][11]2000212-215[12][13][14][][15][][16][][17][][18]50[19][20]PatrickBajari,AliHortacsu,“CyberspaceAuctionandPricingIssues:AReviewofEmpiricalFindings”,Workingpaper,StanfordUniversityandUniversityofChicago,April8,2002.CookJ.“Venturecapital:whereMercataled,consumerwereunwillingtofollow,”SeattlePost-Intelligencer,,2001.ClarkD“Mobshop,apioneeringroup-buyingonthewebdiscontinuesservice,”WallStreetJournal.January12,2001.[31]RobertJ.KauffmanandBinWang.Bidtogether,buytogether:ontheefficacyofgroup-buyingbusinessmodelsinInternet–basedsellingMISRCWorkingPaper01-10,UniversityofMinnesota,May16,2002.[32]Bapna,R.,Goes,P.andGupta.Atheoreticalandempiricalinvestigationofmulti-itemon-lineauctionsinformationTechnologyandManagement,201(1-2)1-23[33]Vakrat,.andSeidman,A.“Implicationsofthebidders’processonthedesignofonlineauctions”,inProceedingsofthe33rdHawaiiinternationalConferenceonSystemSciences,R.Sprague,Maui,HI,IEEEComputerSocietyPress,Los51Alamitos,CA,Jan2000[34]RobertJ.Kauffman.Doingtheirbiding:anempiricalexaminationoffactorsthataffectaBuyer'sutilityintheInternetauctions,MISRCWorkingPaper02-04,UniversityofMinnesota,February28,2002[35]M.Tsvetovat,K.Sycara,.ChenandJ.YingCustomercoalitionsintheelectronicmarketplace,inProceedingsofthe4thInternationalConferenceonAutonomousAgents,June3-7,Barcelona,Spain,2000[6]RobertJ.KauffmanandBinWang.newbuyersarrivalunderdynamicpricingmarketmicrostructurethecaseofgroup-buyingdiscountsontheInternet,inProceedingsofthe34thHawaiiInternationalConferenceonSystemSciences2001.[37]Klemperper.AuctionTheory-AGuidetotheLiteratureJournalofEconomicSurveys.Vol.13.PP.227-286.1999[38]GeorgeAnders,“Egghead.coman