1基于大数据的团购网站商业模式创新研究摘 要网络团购是一种新兴的电子商务模式,建立团购网站的成本低、方便运营、在价格、营销手段、市场定位和资本支持方面都有一定优势，但在盈利空间、商家以及消费者资源、信用保障和售后方面处于劣势。本文首先对团购网站的产生背景和发展现状以及团购网站商业模式的概念和构成进行介绍，分析了网络团购发展过程存在波动,经历爆发式增长,一直到现在方兴未艾的原因，结合大数据与团购网站商业模式的构成要素，对团购网站在社交营销模式、全品类平台、价值链和商业模式上提出兼容游戏和社交元素、全品类覆盖、由企业向供应商或由企业向客户的价值链延伸、大量客户群拓展等创新。最后对拼多多的商业模式以及企业服务进行分析，结合上述创新点对拼多多的拼团模式以及未来战略规划进行深入分析，并根据创始人对用户的理解进行用户群体剖析。同时提出企业在利用大数据来监控用户需求的同时,也不能忽视对于商品服务与质量的重视。最后指出团购网站需要完善的是精细化运营，并结合论述提出解决方案。关键词:网络团购;商业模式;大数据;团购网站2AbstractOnline group buying is an emerging e-commerce model. The cost of establishing a group buying website is low, easy to operate, and has certain advantages in terms of price, marketing methods, market positioning and capital support. Security and after-sales are at a disadvantage. This article first introduces the background and development status of the group purchase website and the concept and composition of the group purchase website business model. It analyzes the fluctuations in the development process of the online group purchase and experiences explosive growth. The constituent elements of the business model, for the group purchase website to propose compatible games and social elements on the social marketing model, full category platform, value chain and business model, full category coverage, value chain extension from the enterprise to the supplier or from the enterprise to the customer, A large number of customer base...
