网络团购的发展现状与问题探究[任务书+文献综述+开题报告+毕业论文].doc

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摘  要
网络团购是指经网络媒体组织形成的具备大宗购买能力的消费者团体，为取得较大的价格优惠和优质服务而与厂商或分销商的谈判与议价，并最终取得相应商品或服务的集体消费活动过程。自上世纪八十年代中期以后，自2008年以来，大量网络团购网站的涌现体现了网络团购作为一种新的拍卖模式得到了迅速发展应用。现在有大量的企业开始应用这一模式进行产品的销售与推广，这些现象表明网络团购模式时代才刚刚开始，未来的团购网站还有很大的发展空间和发挥余地。相应的，学术界也出现了大量研究网络团购的文献，并对网络团购拍卖机制的具体特征与优势进行了分析。
本论文首先结合拍卖机制阐述了网络团购的基本理论展开论述；其次对网络团购的优势，网络团购运行模型、影响因素及现行网络团购模式中存在的问题进行了描述；第三，本文以美团网、拉手网为例，介绍了这两家团购网站的发展模式及存在的隐优，最后，本文对0元团购创新模式进行了分析，探讨了这一模式产生的原因，并指出团购网站运用“0元团购”模式有利于大幅降低“用户转化成本”。

关键词：网络团购；拍卖机制；0元团购；用户转化成本

 
Abstract
Group-buying auctions, refers to the network of media organizations who have the bulk purchasing power of consumer groups, to get a larger price concessions and services with the manufacturers or distributors of negotiations and bargaining, and ultimately obtain the corresponding goods or services active process of collective consumption. Since the 1980s, and especially since 2008, the group-buying auctions develop rapidly, and there is a new peak in the academic research of group-buying auctions. There are a large number of companies began to apply this model of marketing and promotion, these phenomena show that the network era has just begun buy mode, buy the future site and there is much room to play room. Accordingly, there have been a lot of academic research networks buy literature, and the auction mechanism buy the specific network characteristics and advantages of the analysis.
This paper first discuss the basic theory,then the group-buying auctions' importance in the enterprise, strategy, operating model and influencing factors, the existing network problems in buy mode are described;finally, take the meituan network, handles network for example, introduce the status of the corporate network mode, obtaine the group to buy the website utilization “0 Yuan groups to buy this innovation pattern to be advantageous to reduces the enterprise user transformation cost largely” and summarize it.

Key Words: group-buying auction; auction mechanism; free-buy innovation; user transformation cost
 
目  录

一、引言 1
二、网络团购的基本理论 2
（一）网络团购的定义 2
（二）国内外网络团购的拍卖机制研究 3
（三）网络团购的拍卖策略研究 3
三、网络团购发展的现状及存在的问题 5
（一）网络团购行业发展现状 5
（二）网络团购的优势 6
（三）美团网、拉手网的高市场份额与隐患 7
四、团购网站的发展创新——“0元团购” 8
（一）团购创新模式—“0元团购” 8
（二）创新模式的目的--团购平台用户 10
（三）用户积累的激励方式比较 12
（四）算例分析 14
五、结语 16
参考文献 17