团购网站模式与运行机制比较研究  

A Comparative Study on the Mode and Operation Mechanism of Group Buying Websites

作　　者：游浚[1] 陈心佩[2] 

机构地区：[1]重庆邮电大学网络社会发展问题研究中心,重庆400065 [2]重庆邮电大学经济管理学院,重庆400065

出　　处：《重庆邮电大学学报（社会科学版）》2016年第5期114-118,共5页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：网络社会发展问题研究中心重点研究课题:网络团购的社会互动机制及监管对策研究(2012SKJd02);重庆社会科学规划项目(2014SK205)

摘　　要：通过对垂直式、自主运营式、电子商务平台式以及导购式等四种团购网站模式运行机制、特点进行归纳总结,分析了团购网站模式与运行机制之间的匹配关系。研究发现:在团购模式与交易机制匹配方面,垂直式可与自营、在线客服匹配,自主运营式可与线下招商、预付款、自主沟通匹配,电子商务平台式可与线上招商、即时通讯匹配,导购式可与线上招商匹配;在团购模式与盈利机制匹配方面,垂直式可与商品直销、分站加盟匹配,自主运营式可与交易佣金、推广费用匹配,电子商务平台式和导购式均可与推广费用匹配;在团购模式与信用保障机制方面,垂直式可与售后机制匹配,自主运营式可与品控、评价机制匹配,电子商务平台式可与支付、评价机制匹配,导购式可与品控机制匹配。This paper proposes a systematic analysis of group buying websites,and proposes four kinds of on-line group buying model： the vertical,independent operation,e-commerce platform and shopping guide. Besides,we summarize the operating mechanism＇s characteristics of the model,and explore the relationship between the group buying model and its operating mechanism. The research finds out that： as for the matching between group buying mode and transaction mechanism,the vertical can be matched with the self,online customer service,the independent operation can be matched with the outline merchants,prepayments,independent communication,the e-commerce platform can be matched with online merchants,instant messaging,and the shopping guide can be matched with online merchants; as for the matching between group buying mode and profit mechanism,the vertical can be matched with direct sales of goods,joining substation,the independent operation can be matched with trading commissions,promotion expenses,the e-commerce platform and shopping guide can be matched with promotion expenses; As for the matching between group buying mode and credit guarantee mechanism,the vertical can be matched with the after-sales mechanism,the independent operators can be matched with quality control and evaluation mechanism,the e-commerce platform can be matched with payment and evaluation mechanism,and the shopping guide can be matched with quality control mechanism.

关 键 词：网络团购模式 运行机制 匹配 

分 类 号：F713[经济管理—产业经济]