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摘  要
網(wǎng)絡(luò)團(tuán)購(gòu)是指經(jīng)網(wǎng)絡(luò)媒體組織形成的具備大宗購(gòu)買能力的消費(fèi)者團(tuán)體，為取得較大的價(jià)格優(yōu)惠和優(yōu)質(zhì)服務(wù)而與廠商或分銷商的談判與議價(jià)，并最終取得相應(yīng)商品或服務(wù)的集體消費(fèi)活動(dòng)過(guò)程。自上世紀(jì)八十年代中期以后，自2008年以來(lái)，大量網(wǎng)絡(luò)團(tuán)購(gòu)網(wǎng)站的涌現(xiàn)體現(xiàn)了網(wǎng)絡(luò)團(tuán)購(gòu)作為一種新的拍賣模式得到了迅速發(fā)展應(yīng)用?，F(xiàn)在有大量的企業(yè)開(kāi)始應(yīng)用這一模式進(jìn)行產(chǎn)品的銷售與推廣，這些現(xiàn)象表明網(wǎng)絡(luò)團(tuán)購(gòu)模式時(shí)代才剛剛開(kāi)始，未來(lái)的團(tuán)購(gòu)網(wǎng)站還有很大的發(fā)展空間和發(fā)揮余地。相應(yīng)的，學(xué)術(shù)界也出現(xiàn)了大量研究網(wǎng)絡(luò)團(tuán)購(gòu)的文獻(xiàn)，并對(duì)網(wǎng)絡(luò)團(tuán)購(gòu)拍賣機(jī)制的具體特征與優(yōu)勢(shì)進(jìn)行了分析。
本論文首先結(jié)合拍賣機(jī)制闡述了網(wǎng)絡(luò)團(tuán)購(gòu)的基本理論展開(kāi)論述；其次對(duì)網(wǎng)絡(luò)團(tuán)購(gòu)的優(yōu)勢(shì)，網(wǎng)絡(luò)團(tuán)購(gòu)運(yùn)行模型、影響因素及現(xiàn)行網(wǎng)絡(luò)團(tuán)購(gòu)模式中存在的問(wèn)題進(jìn)行了描述；第三，本文以美團(tuán)網(wǎng)、拉手網(wǎng)為例，介紹了這兩家團(tuán)購(gòu)網(wǎng)站的發(fā)展模式及存在的隱優(yōu)，最后，本文對(duì)0元團(tuán)購(gòu)創(chuàng)新模式進(jìn)行了分析，探討了這一模式產(chǎn)生的原因，并指出團(tuán)購(gòu)網(wǎng)站運(yùn)用“0元團(tuán)購(gòu)”模式有利于大幅降低“用戶轉(zhuǎn)化成本”。

關(guān)鍵詞：網(wǎng)絡(luò)團(tuán)購(gòu)；拍賣機(jī)制；0元團(tuán)購(gòu)；用戶轉(zhuǎn)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  錄

一、引言 1
二、網(wǎng)絡(luò)團(tuán)購(gòu)的基本理論 2
（一）網(wǎng)絡(luò)團(tuán)購(gòu)的定義 2
（二）國(guó)內(nèi)外網(wǎng)絡(luò)團(tuán)購(gòu)的拍賣機(jī)制研究 3
（三）網(wǎng)絡(luò)團(tuán)購(gòu)的拍賣策略研究 3
三、網(wǎng)絡(luò)團(tuán)購(gòu)發(fā)展的現(xiàn)狀及存在的問(wèn)題 5
（一）網(wǎng)絡(luò)團(tuán)購(gòu)行業(yè)發(fā)展現(xiàn)狀 5
（二）網(wǎng)絡(luò)團(tuán)購(gòu)的優(yōu)勢(shì) 6
（三）美團(tuán)網(wǎng)、拉手網(wǎng)的高市場(chǎng)份額與隱患 7
四、團(tuán)購(gòu)網(wǎng)站的發(fā)展創(chuàng)新——“0元團(tuán)購(gòu)” 8
（一）團(tuán)購(gòu)創(chuàng)新模式—“0元團(tuán)購(gòu)” 8
（二）創(chuàng)新模式的目的--團(tuán)購(gòu)平臺(tái)用戶 10
（三）用戶積累的激勵(lì)方式比較 12
（四）算例分析 14
五、結(jié)語(yǔ) 16
參考文獻(xiàn) 17