摘 要：所谓网络团购，就是互不认识的消费者，借助互联网的“网聚人的力量”来聚集资金，加大与商家的谈判能力，以求得最优的价格。根据薄利多销、量大价优的原理，商家可以给出低于零售价格的团购折扣和单独购买得不到的优质服务。尽管网络团购的出现只有短短两年多的时间，却已经成为在网民中流行的一种新消费方式。网络团购正以高调的姿态落户全球网民之家，中国的团购起始于今年的年初，并以刚刚开始的五家在短短的半年的时间内上升到四百多家，由此可见，网络团购正以崭新的姿态开始影响中国13亿网民的生活。网络团购 2.0 时代在全国发展势头迅猛。本文首先从网络团购的相关理论出发，对网络团购的概念、表现的形式特点和发展的趋势进行了综述，研究了国内外网络团购对我国的影响状况；同时本文还指出我国遭遇网络团购的原因，在此基础上分析了网络团购对我国的影响，结合政府、企业、行业对我国网络团购提出相关的对策和建议。
关键词：网络团购 问题 对策研究
Abstract: The so-called network group purchase, it is mutual understanding of consumers, with the aid of the Internet \”WangJu people power\” to gather funds, increase and business negotiation skills, in order to get the optimal price. According to the small profits and quick turnover, large quantity price best principle, the businessman can give less than the retail price of a bulk discount and buy separate can’t get high quality service. Despite the emergence of network group purchase only lasted more than two years of time, but it has become popular in Internet users a new pattern of consumption. Network group purchase is high-key attitude in the global Internet users home, China’s group purchase begins in early this year, and with the start of the five in just half a year’s time to rise to four hundred, thus it can be seen, the network group purchase is a brand-new posture started to influence the life of China’s 1.3 billion Internet users. Network group purchase 2.0 times in the booming. This paper from the network group purchase related theory, the concept of the network group purchase, the form of performance characteristics and development trend of research are reviewed, both at home and abroad to our country the influence of network group purchase condition; At the same time, this paper also pointed out that our country encounter network group purchase reason, on the basis of the analysis of the network group purchase on China’s influence, combined with the government, enterprise, industry of China’s network group purchase puts forward some countermeasures and proposals.
Keywords: Network group buying problems countermeasures
1网络团购概述及其理论基础 …………………………………. 2
2网络团购影响因素及现状分析…………………………………. 3
2.1 网络团购发展影响因素分析……………………………… 4
2.1.1 网络团购发展内部影响因素分析…………………….. 4
2.1.2 网络团购发展外部影响因素分析…………………….. 4
2.2 网络团购发展现状分析…………………………………. 5
3 网络团购发展存在的问题……………………………………. 6
3.4 网络团购缺失监管…………………………………….. 9
4 网络团购发展对策及建议…………………………………… 10
4.1 加强网络团购的诚信建设………………………………. 10
4.2 提升团购网站安全性………………………………….. 11
4.3 树立行业壁垒，实施差异化竞争…………………………. 12
4.4 提升网站服务质量，培养客户忠诚度……………………… 12
