团购即团体购物，指将分散的消费者聚集起来并形成一定规模，从而加大与商家的谈判能力，以获取最优价格的一种新兴购物方式；“团购”本来意指以政府和企事业单位组织机构为单位的大宗购买，但最近几年来，这个词频频出现在互联网上，成为个体消费者群体购买的一个代称。目前的网络团购多是由网络中介充当商家与消费者之间的桥梁，商家与消费者之间缺乏直接互动交流。针对当前网络团购运行机制的不足之处，探讨了一种新的网络团购模式，将网络团购活动分为用户发起和商家发起两类，旨在促进商家和消费者双方交流的基础上改进目前的网络团购形式。本文通过对团购背景的了解，从团购基本理论概述入手，分析了目前团购模式的类型与盈利模式，团购模式存在的问题，进而提出了未来团购模式发展的畅想。
【关键词】团购模式 消费者 盈利模式
Abstract
Group purchase the group shopping, refers to the dispersed consumers together and formed a certain scale, thereby increasing and business negotiation skills, in order to obtain the optimal price of a new shopping way;” group purchase” originally referred to the government and enterprises organization unit for the bulk purchase, but in recent years, the word again and again appear on the Internet, become individual consumers buy a synonym. The present network group purchase is by network intermediary acts as a bridge between businesses and consumers, businesses and consumers lack of direct interaction between. In view of the current network group purchase mechanism deficiencies, to explore a new mode of network group purchase group purchase, the network activity is divided into user initiated and businessmen initiated two class, designed to promote businesses and consumers communication based on the improvement of the current network group purchase form. Based on the background knowledge of group purchase group purchase, from the start with an overview of basic theory, analysis of the current group purchase mode and profit mode, group purchase mode of the existing problems, and then puts forward the future development of the imagination group purchase mode.
【Key Words】 group purchase mode; consumer; profit pattern
目 录
摘要……………………………………………………………………………………………………………… 3
1绪论…………………………………………………………………………………………………………. 6
1.1研究背景………………………………………………………………………………………………. 6
1.2研究意义………………………………………………………………………………………………. 6
1.3国内外研究现状…………………………………………………………………………………….. 6
2 团购的行业市场细分………………………………………………………………………….. 7
3团购模式研究………………………………………………………………………………………… 7
3.1团购模式类型………………………………………………………………………………………… 7
3.1.1自发团购…………………………………………………………………………………….. 7
3.1.2商业团购…………………………………………………………………………………….. 7
3.2细分行业的团购盈利模式………………………………………………………………………… 8
3.3不同团购模式的盈利………………………………………………………………………………. 8
4团购模式存在的问题…………………………………………………………………………… 9
4.1消费者体验存在的问题……………………………………………………………………………. 9
4.2团购网站本身存在的问题……………………………………………………………………….. 10
4.3团购消费中的保障问题………………………………………………………………………….. 10
5 未来团购模式发展…………………………………………………………………………….. 11
5.1服务意识在团购模式中的进一步深入……………………………………………………….. 11
5.2保障团购中的消费安全和项目体验…………………………………………………………… 11
5.3增强客户忠诚度与树立品牌意识……………………………………………………………… 12
5.4团购模式创新………………………………………………………………………………………. 12
总 结………………………………………………………………………………………………………….. 12
参考文献…………………………………………………………………………………………………… 14
致 谢 15
