摘 要

本文主要研究网络团购的O2O经营模式，以大众点评网为研究对象，通过对大众点评网代表性深入研究来解决其模式存在的问题并提出有效建议。首先，通过国内外各类文献资料的查阅，了解网络团购的产生和发展。其次介绍了O2O模式的含义和发展过程，结合大众点评网目前发展现状分析盈利模式。并运用了PEST分析法和波特五力模型理论分析大众点评网的发展环境和自身的优势，最后针对大众点评网现状及商业模式分析发现其存在的漏洞和不足，一方面资信认证机制有漏洞、另一方面信息粘度和资源把控性弱、其次大众点评网的搜索引擎营销弱，针对三种不足，分别提出可行性建议发展大众点评网的特色品牌优势，主要是从优化企业服务、创新发展品牌特色这方面提出建议，希望能为网络团购电子商务企业提供有意义的指导和帮助。

关键词: O2O；大众点评；网络团购；经营模式

Research on O2O management mode of HankowThames

ABSTRACT

This paper mainly studies the O2O management model of online group buying, taking the public comment network as the object of study, and through the representative in-depth study of public comment network to solve the problems of its model, and put forward effective suggestions. First of all, through the access to various types of literature at home and abroad, to understand the emergence and development of online group buying. Secondly, it introduces the meaning and development process of O2O model, and analyzes the profit model according to the current development situation of public comment network. And using the PEST analysis method and the Potter five forces model theory analysis of the development environment of dianping.com and its advantages, finally dianping.com status and business model analysis shows that the existence of loopholes and shortcomings, on the one hand, the credit authentication mechanism on the other hand, there are loopholes in the information and resources to control the viscosity and weak second dianping.com search engine marketing is weak, for three, respectively, the feasibility of the proposed development of dianping.com unique brand advantage, the main recommendations from the aspects of enterprise service optimization, innovation and development of the brand characteristics, hoping to provide meaningful guidance and help for the network group purchase of e-commerce enterprises .

Key words：online to offline ;public comment; online group buying; management mode

目 录

1前言.............................................................................................................................................- 1 -

1.1研究背景 .........................................................................................................................- 1 -

1.2研究的目的和意义...........................................................................................................- 1 -

1.3相关文献综述...................................................................................................................- 1 -

1.3.1经营模式概念综述...........................................................................................- 1 -

1.3.2网络团购文献综述...........................................................................................- 2 -

1.4研究内容和理论 .............................................................................................................- 3 -

2大众点评网发展现状 ................................................................................................................- 5 -

2.1大众点评O2O模式 ........................................................................................................- 5 -

2.2大众点评网经营模式.......................................................................................................- 5 -

2.2.1业务范围.............................................................................................................- 5 -

2.2.2.资源系统.............................................................................................................- 6 -

2.2.3盈利方式.............................................................................................................- 6 -

2.4PEST分析和波特五力模型具体分析...............................................................................- 7 -

2.4.1大众点评网的PEST分析.................................................................................- 8 -

2.4.2大众点评网的波特五力模型分析...................................................................- 10 -

3大众点评网经营模式中的问题.................................................................................................- 11 -

3.1资信认证机制漏洞 .........................................................................................................- 11 -

3.2信息粘度和资源把控性弱...............................................................................................- 11 -

3.3搜索引擎营销弱...............................................................................................................- 11 -

4大众点评网经营模式优化建议.................................................................................................- 13 -