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论文编号：	5395
作者编号：	2120112590
上传时间：	2013/6/7 10:52:05
中文题目：	美团网商业模式研究
英文题目：	Business Model Research of Meituan.com
指导老师：	杨俊
中文关键字：	商业模式；团购；价值主张；盈利模式
英文关键字：	Business model,Group-buying,Value proposition,Profit model
中文摘要：	2011年,全国范围内的团购投资热潮涌动，各大主流非主流媒体也报道关注异常，全社会上演着一出团购大运动。然而，仅仅两个季度过后，多家大型团购网站在开始裁撤分站，裁撤员工，收缩成本，节能低耗，资金链开始吃紧,消费者投诉团购的现象也层出不穷，中国团购由天堂开始滑入地狱，团购市场的交易规模增长遇到了新的瓶颈，毛利率的提升成为突围的关键点。 美团网作为其中比较有代表性的网站，2013年伊始就宣布已经实现规模性盈利，目前销售额稳居行业第一，领先优势明显。本文通过对商业模式相关理论的回顾总结，包括商业模式的含义、商业模式的功能、商业模式的评估、商业模式的创新及途径分析等，借助于克里斯滕森的四要素理论和奥斯瓦尔德的商业模式画布，运用访谈法、二手资料收集法、对比法等，对美团网的客户价值主张、盈利模式、关键资源和关键流程进行了深入分析，阐释了各个模块之间的逻辑关系，在此基础上对美团网现有商业模式进行评估，并与Groupon、窝窝团、聚划算的商业模式进行对比，重塑美团网的价值主张，重设美团网的盈利模式及关键资源和关键流程，以期能打造一个卓越的商业模式。 通过以上对美团网现有商业模式的分析论述，得出结论：美团网须在为商家发掘、培养、留住顾客方面下功夫，以期能让商家这个团购平台的“付费方”能把美团网作为一个长期的合作伙伴，一个营销平台，而不是一个销售渠道；应专注于本地商家的维护指导，专注于本地消费者生活服务的便捷与引导，努力为本地商家打造一个本地精准营销平台，为本地消费者打造一个本地生活娱乐交流平台。
英文摘要：	In 2011, there appeared a nationwide group purchase investment boom, each big mainstream and non-mainstream media also reported on abnormal situation and a big movement of purchase appeared in the whole society. Only after two quarters, however, several large group purchase websites started to cut sites, staff, costs, and save energy and low consumption, the capital chain became tight. Therefore, consumers’ complaints of group purchase was endless, and China’s group purchase began fall from heaven into hell, the growth of group-buying market trading scale had a new bottleneck, the increase of gross margin became a breakthrough point. Meituan.com, as one of the representative sites, announced at the start of 2013 that it had achieved scale profits, and its sales topped No.1 in industry at present, its advantage is obvious. This paper carries out a review and a summary of related theories about the business model, including the definition, the function, the evaluation, its innovation and path analysis, etc. At the same time, with the aid of the four elements theory of Clayton M.Christensen and the business model canvas of Alexander Osterwalder, it uses the interview method, secondary data collection method, comparative method, etc, thus it carries out a thorough analysis of customer value proposition, profit model, key resources and key process of Meituan.com, and illustrates the logical relationship among various modules. On the basis of this, it evaluates the existing business model of Meituan.com and compares it with the business models of Groupon, Nest group and Great Bargain, thus reshapes the net value model, key resources and key process of Meituan.com, hoping to build an outstanding business model. Through the analysis of the existing business model of Meituan.com, which can reach the conclusion that Meituan.com must strive to do efforts for businesses to discover, develop and retain customers. By doing this, it can let merchants, the "paying party" of group-buying platform take the Meituan.com as a long-term partners, a marketing platform, not as a sales channel; It should also focus on the maintenance and guidance of local merchants, focus on the convenience and guidance of local consumer service life, thus strives to create a local precise marketing platform for local merchants, as well as create a local life entertainment platform for the local consumers.
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