| From the end of the year2008, the emerging and mushroom growth of Group-buying websites called far-ranging attention of both the academic and the business circles. The model of group-buying is undergoing a development process of rapid rise to prosperity, quickly emerging and over-competition in just two years’time. How to evaluate Group-buying, optimize the competitive structure of the whole industry, and upgrade it became the key point of significant development of the business model. Consequently, research on the Group-buying phenomenon based on the theory of business model became an important element of scholars.The thesis tries to research the dimension, the competitive pattern of the industry and the strategies of upgrading for Group-buying. Firstly, the paper summarizes the business model, Online Group-buying and Fuzzy comprehensive evaluation method of the former studies, and proposes the dimension of business model in the view of value. This defies the contents and objects of the research. In the thesis, business model is evaluated from the dimensions of Value Proposition, Value Network, Value Maintenance, Value Capture and Value Realization.The thesis analyses the operation mechanism of Online Group-buying. The thesis studies the behavioral agents-Business Plants, Online Group-buying Enterprises, Customers and other stakeholders-of the business model, and the interaction among them. The thesis analyses the Value Creation Mechanism and Profit model to look into the Business model of Online Group-buying.And then, the thesis establishes the Evaluation model of Online Group-buying. A system of indictors for each dimension is built of the model. Fuzzy comprehensive evaluation method is used as tool.The thesis puts forward optimize strategies of Group-buying model. Group-buying enterprises should consummate their business model through cost structure optimization, building the customer security system, improving off-line operating capabilities, developing the function of communication for information, usage and placement of different kinds of terminal to stand out in the competition.The innovation of the study is to evaluate business model of Group-buying from the viewpoint of value of the enterprise. The research suggests that, as a result of the high dynamics of the internet environment, the viewpoint of value is more appropriate for the research of business model of Group-buying. The viewpoint is unprecedented in the former research and can enlightening the following theoretical research of business model of Group-buying. |
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