网络团购商业生态系统模型研究

Research on Online Group Buying Model Based on Business Ecosystem Theory

针对我国网络团购发展过程中所遇到的瓶颈,基于商业生态系统理论视角,结合网络团购特殊商业背景,揭示了网络团购呈现的商业生态现象,提出了网络团购商业生态系统概念,论述了网络团购商业生态系统具有的开放性、动态性、交互性和创新性特征,构建了由核心层、支持层、扩展层和环境层组成的4层网络团购商业生态系统层次结构模型,分析了网络团购商业生态系统模型传导进化机制,并对网络团购商业生态系统模型进行了优势分析.本研究为促进我国网络团购商业模式的健康发展提供借鉴.

Aiming at the bottlenecks which emerge in the development process of online group buying,combining with the special commercial background of online group buying,business ecosystem theory is applied to reveal the ecological phenomenon of online group buying. According to the analysis,the concept of online group buying business ecosystem is defined,and the online group buying business ecosystem as an open,dynamic,interactive and innovative system is characterized. Furthermore,the structure model of online group buying business ecosystem is constructed and the model is divided into four layers: the core layer,the supporting layer,the extension layer and the environment layer. Lastly,the mechanisms that affect the evolution of online group buying business ecosystem,and the advantages of the structure model are analyzed in this paper. This study provides a reference for promoting the healthy development of online group buying in China.