| With the continuous development of the Internet and e-commerce, network publicity and sales has become the first choice for many businesses. If you still insist on the "sell themselves" stereotypes in this information age, you will miss many opportunities. As the rapid development of the market economy in China, the competition between enterprises in the same industry is increasingly fierce, this prompted businesses to seek new channels to earn more profit. Then group-buying websites appeared. In2010the first formal group-buying website----Meituan began to operate, the number of group-buying websites in China increased fiercely during this two years. And at the same time the group-buying websites’ industry also has undergone reshuffle, now gradually form a more stable group-buying websites’ industry pattern. Eating as the most important part of people’s lives, making food and beverage products destined to have an important position in group buying. Until now,"group buy foods" has become the first choice of many consumers. The reason is that group together to buy foods is much cheaper than go to the restaurant directly.By analyzing the research of foreign and domestic researchers, we find that most of the researches are concentrated in the mode of group-buying, the influencing factors of group-buying decisions and group-buying satisfaction, less research articles are analyzed from the enterprise point of view, especially no research on catering industry. There’re thousands of group-buying websites, catering enterprises in the choice of cooperation group-buying websites, multi judgment through experience than theory or method basis. The group-buying websites are not in a same level, whether or not can get an optimal effect by cooperation, make the choosing of the cooperative group-buying platform particularly important. This research aimed to construct the index system of the group-buying websites, by analyzing the various factors considered by the catering enterprises in choosing cooperating group-buying websites, then use the fuzzy comprehensive evaluation method to evaluate these group-buying websites, the results will help restaurants’for their decision-making.This study mainly divided into the following six parts: The first section is an introduction, including the background and the purpose of this paper, the process as well as the theoretical and practical significance of the research;The second section is the literature review. This part based on reading a lot of literatures, both foreign and domestic, aimed to understand the previous research, and find the entry point of this article, that is----from the restaurants’point of view to research the choosing of group-buying websites;The third section is on the basis of the existing research, combined with the characteristics of restaurants to participate in group-buying, and then build a comprehensive evaluation index system of restaurants’group-buying websites choosing assumption. The comprehensive evaluation index system of restaurants’ group-buying websites choosing contains five-level indicators:the brand image of group-buying website, the technical level of group-buying website, the service level of group-buying website, the security level of group-buying website as well as the reputation of group-buying website;In the fourth section, this study used semi-structured interviews and content analysis for empirical research. This paper selected five senior management or decision-makers from representative different restaurants in Dalian, use semi-structured interviews to ask them how to choose the group-buying websites, and then use the content analysis to analyze and encode the results of the interviews. This research verified the restaurants’group-buying websites choosing assumption, which includes a five-level indicators:the brand image of group-buying website, the technical level of group-buying website, the service level of group-buying website, the security level of group-buying website as well as the reputation of group-buying websites well as the corresponding16secondary indicators;In the fifth section, this research uses the fuzzy comprehensive evaluation method and the AHP, building the fuzzy comprehensive evaluation model of restaurants’group-buying websites choosing. Following is a case study of this comprehensive evaluation model of restaurants’group-buying websites choosing, and finally get a comprehensive evaluation of each group-buying website, the highest score is the optimal choice. This model provides a very good basis for the restaurants’ managers to make decisions in choosing group-buying websites;The last part described the conclusions of this study, pointed out that the innovation of this paper, and finally summarizes my research’s shortage and the expectations of the future study. |
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