电子商务的创新模式：网络团购模式分析外文翻译资料

电子商务的创新模式：网络团购模式分析

原文作者：Luyao YU

团购最有吸引力的方面就是低廉的价格。通常情况下，消费者可以以50%-60%的折扣获得他们所需的商品，有时候甚至80%。对于卖家来说，虽然他们销售的产品单一，但是他们能有更大的销售数量，从而获得更高的利润收益。下面让我们以淘宝的聚划算作为例子，因为淘宝出售聚划算商品在早上的7点，所以我们能很容易的发现页面浏览记录从早上7点开始增加，9点至10点之间迅速增长,在上午10点达到了顶峰。当团购始于6200人和13000页的页面查看记录查看，在那之后查看记录开始平稳的下落。也是由于消费者的消费习惯，在下午2点到4点之间和晚上7点到9点时间段会出现另一个小高峰。对于这个卖家，因为他参加了团购，他获得其他好处包括店里其他物品的销售数量增加以及商店的声誉和关注的提升。此外，团购也为卖家带来许多新客户。团购卖家通过提供良好的服务来提升其企业形象,并得到更高的无形资产作为回报。当卖家有新的产品或服务，他们可以通过互联网向公众推广并且以更低的价格出售样品来吸引消费者，从而建立自己店铺的口碑。特别是对于一些库存商品，他们可以以超低的折扣来吸引消费者，从而加速商品和资金的流通。因此，网络团购模式可以帮助买家和卖家在博弈过程中实现最大的“双赢”局面。

图一：当一家网店参加聚划算团购网店浏览的数量

自从以第一家团购网站：美团从3月4日开始他的经营。到2010年,团购已经在许多大、中城市迅速蔓延。当扩大供应商和消费者的规模时,网站的覆盖范围快速的从北京和上海等大城市到更小的城市。一年之内，中国团购的买家的数量达到1875万，市场销售总额达到16.6亿元。根据主要的团购网站数据显示，中国团购市场集中度相对较低。在2010年,拉手网和美团获得最高的销售数额，他们的百分比分别为15.8%和14.1%。淘宝聚划算因为他原有的忠实客户，成为第三大团购网站。到2010年12月,中国团购网站数量达到2000。2010年之后呈现爆炸式的增长，团购行业进入整合阶段，并且在2011年重组。在2011年注重品牌方面，几家主要的团购网站获得快速增长源于他们相对充足的资金和人才优势，从而形成在团购网站中的主导作用。最大的十家团购网站中品牌关注占了60%的份额。其中，拉手网以17.24%的比例居于首位，美团和淘宝以9.4%和7.49%分别位居第二和第三（见下图）。根据百度的搜索结果来看，团购行业的搜索指数在2011年保持稳定增长。日均搜索指数在下半年达到300万,环比指数为52.6%。然而,从2011年下半年开始，一些中等的团购网站有些被收购还有许多已经破产。一些大型团购网站也相继出现资金链断裂的问题或员工人手短缺，因此对整个网络团购行业蒙上了一层阴影。

图二：2011年各大团购网站关注程度

从交易规模方面来看，2010年是中国团购网站的伊始年,因为在这一年团购的规模迅速增加,投入团购的企业有相对较大的数量，团购规模有一个显著增长达到2370亿元。从季度交易数据来看，2011年上半年的市场增长速度明显快于下半年。其中，第二季度的增长是最快的，链接索引指数54%。2011年的第四季度，链接比例下滑至15%，主要来自聚划算的易货交易。至于减速过程的原因,一些归咎于市场推广费用的减少,其他可能归咎于网络使用活跃度的降低。在2012年，中国团购市场的总体增长速度将变得稳定，市场的集中率变得更高。一些知名的团购网站例如聚划算，拉手网，美团网和大众点评会稳定的增长并且小网站要发展将必须忍受更大的阻力。

外文文献出处：

附外文文献原文

Innovation on Mode of E-Business:Analysis of the Models of Internet Group Buying

2.DEVELOPMENT OF INTERNET GROUP BUYING

The most attractive aspect of internet group buying is low price. Normally the consumers can get their desired products at low prices at 50 or 60 percent off, sometimes even 80 percent off. For the sellers, although they charge less for single product, they can have much larger selling volume, and thus get better profit. Letrsquo;s take the following example of Taobao poly deal. Because Taobao send out the poly deal commodity of the day at 7a.m., so we can easily find that page viewing record began to increase since 7 a.m., and grew rapidly between 9a.m. and 10a.m., and reached its peak at 10a.m. when the group buying began with the page viewing record of 6200 people and 13000 page viewing , after that the record fell down steadily, yet there was another minor peak between 2 p.m.and 4p.m. and between 7p.m. and 9p.m.,which is also in accordance with the consuming habit of the general public. For this seller, because he attended the group buying, he obtained other benefits including growth in selling of other items in his shop as well as increasing of shop reputation and attention obtained. In addition, group buying brings many new customers for the seller. By providing good service to the group buyers, the internet sellers enhance their image, and receive return of higher intangible assets.When the sellers have new products or services, they can promote to the public through internet, and attract customers to take the samples with lower price, thus build up their word of mouth. Especially for some stocks, they can attract purchase by super low discount, thus speed up the circulation of goods and capital. As a result, internet group buying can help the buyers and sellers to achieve greatest possible“win-win” situation in the gaming process.

Figure 1 Number of viewing of a internet shop when taking juhuasuan.com group buying

Since the first group buying website: Meituan.com began its business on March 4, 2010, the group buying has quickly spread in many big and medium cities. When enlarging the scale of suppliers and consumers, the coverage of the websites spread rapidly from biggest cities such as Beijing and Shanghai to smaller cities. Within one year, the number of

Chinese group buyers reached 18.75 million and the total market sales reached 1,660 million yuan. According to data from key group buying websites, the market concentration of Chinese group buying is relatively low. In 2010, Lashou.com and Meituan.com took the top sales and their percentages were 15.8% and 14.1% respectively. Taobao juhuasuan.com made use of his loyal customers and became the third largest website. By Dec. 2010, the number of group buying websites of China reached 2000. After the explosive growth in 2010,the group buying industry entered the stage of integration and reshuffle in 2011.From the aspect of brand attention, in 2011, several leading websites of the group buying obtained rapid growth with their relatively sufficient capital and talents advantage thus form their leading role. The ten biggest group buying websites take over 60% of brand attention. Among them,Lashou.com was listed the top with the percentage of 17.24%,and Meituan.com and Tuanbao.com took the second and third

position with percentage of 9.4% and 7.49% respectively.( shown in the following figure) . According to the searching result of Baidu.com, the searching index of

group buying industry in 2011 kept stable increase. The daily average searching index in the second half of the year reached 3 million, and the link index was 52.6%. However, from the second half of 2011, some medium group buying websites got acquisition and many got bankrupt, some large group buying websites also got the problem of breakage of capital chain or laying of employees, thus cast a shadow on the whole industry.

Figure 2 List of degree of attention of group buying websites in 2011

From the aspect of transaction scale, 2010 is the initialstage of Chinese group buying websites, because the scale of businesses increased quickly, the resources input to the

businesses was relatively larger amount, thus the translation scale of group buyi

剩余内容已隐藏，支付完成后下载完整资料

电子商务的创新模式：网络团购模式分析

原文作者：Luyao YU

团购最有吸引力的方面就是低廉的价格。通常情况下，消费者可以以50%-60%的折扣获得他们所需的商品，有时候甚至80%。对于卖家来说，虽然他们销售的产品单一，但是他们能有更大的销售数量，从而获得更高的利润收益。下面让我们以淘宝的聚划算作为例子，因为淘宝出售聚划算商品在早上的7点，所以我们能很容易的发现页面浏览记录从早上7点开始增加，9点至10点之间迅速增长,在上午10点达到了顶峰。当团购始于6200人和13000页的页面查看记录查看，在那之后查看记录开始平稳的下落。也是由于消费者的消费习惯，在下午2点到4点之间和晚上7点到9点时间段会出现另一个小高峰。对于这个卖家，因为他参加了团购，他获得其他好处包括店里其他物品的销售数量增加以及商店的声誉和关注的提升。此外，团购也为卖家带来许多新客户。团购卖家通过提供良好的服务来提升其企业形象,并得到更高的无形资产作为回报。当卖家有新的产品或服务，他们可以通过互联网向公众推广并且以更低的价格出售样品来吸引消费者，从而建立自己店铺的口碑。特别是对于一些库存商品，他们可以以超低的折扣来吸引消费者，从而加速商品和资金的流通。因此，网络团购模式可以帮助买家和卖家在博弈过程中实现最大的“双赢”局面。

图一：当一家网店参加聚划算团购网店浏览的数量

自从以第一家团购网站：美团从3月4日开始他的经营。到2010年,团购已经在许多大、中城市迅速蔓延。当扩大供应商和消费者的规模时,网站的覆盖范围快速的从北京和上海等大城市到更小的城市。一年之内，中国团购的买家的数量达到1875万，市场销售总额达到16.6亿元。根据主要的团购网站数据显示，中国团购市场集中度相对较低。在2010年,拉手网和美团获得最高的销售数额，他们的百分比分别为15.8%和14.1%。淘宝聚划算因为他原有的忠实客户，成为第三大团购网站。到2010年12月,中国团购网站数量达到2000。2010年之后呈现爆炸式的增长，团购行业进入整合阶段，并且在2011年重组。在2011年注重品牌方面，几家主要的团购网站获得快速增长源于他们相对充足的资金和人才优势，从而形成在团购网站中的主导作用。最大的十家团购网站中品牌关注占了60%的份额。其中，拉手网以17.24%的比例居于首位，美团和淘宝以9.4%和7.49%分别位居第二和第三（见下图）。根据百度的搜索结果来看，团购行业的搜索指数在2011年保持稳定增长。日均搜索指数在下半年达到300万,环比指数为52.6%。然而,从2011年下半年开始，一些中等的团购网站有些被收购还有许多已经破产。一些大型团购网站也相继出现资金链断裂的问题或员工人手短缺，因此对整个网络团购行业蒙上了一层阴影。

图二：2011年各大团购网站关注程度

从交易规模方面来看，2010年是中国团购网站的伊始年,因为在这一年团购的规模迅速增加,投入团购的企业有相对较大的数量，团购规模有一个显著增长达到2370亿元。从季度交易数据来看，2011年上半年的市场增长速度明显快于下半年。其中，第二季度的增长是最快的，链接索引指数54%。2011年的第四季度，链接比例下滑至15%，主要来自聚划算的易货交易。至于减速过程的原因,一些归咎于市场推广费用的减少,其他可能归咎于网络使用活跃度的降低。在2012年，中国团购市场的总体增长速度将变得稳定，市场的集中率变得更高。一些知名的团购网站例如聚划算，拉手网，美团网和大众点评会稳定的增长并且小网站要发展将必须忍受更大的阻力。

外文文献出处：

附外文文献原文

Innovation on Mode of E-Business:Analysis of the Models of Internet Group Buying

2.DEVELOPMENT OF INTERNET GROUP BUYING

The most attractive aspect of internet group buying is low price. Normally the consumers can get their desired products at low prices at 50 or 60 percent off, sometimes even 80 percent off. For the sellers, although they charge less for single product, they can have much larger selling volume, and thus get better profit. Letrsquo;s take the following example of Taobao poly deal. Because Taobao send out the poly deal commodity of the day at 7a.m., so we can easily find that page viewing record began to increase since 7 a.m., and grew rapidly between 9a.m. and 10a.m., and reached its peak at 10a.m. when the group buying began with the page viewing record of 6200 people and 13000 page viewing , after that the record fell down steadily, yet there was another minor peak between 2 p.m.and 4p.m. and between 7p.m. and 9p.m.,which is also in accordance with the consuming habit of the general public. For this seller, because he attended the group buying, he obtained other benefits including growth in selling of other items in his shop as well as increasing of shop reputation and attention obtained. In addition, group buying brings many new customers for the seller. By providing good service to the group buyers, the internet sellers enhance their image, and receive return of higher intangible assets.When the sellers have new products or services, they can promote to the public through internet, and attract customers to take the samples with lower price, thus build up their word of mouth. Especially for some stocks, they can attract purchase by super low discount, thus speed up the circulation of goods and capital. As a result, internet group buying can help the buyers and sellers to achieve greatest possible“win-win” situation in the gaming process.

Figure 1 Number of viewing of a internet shop when taking juhuasuan.com group buying

Since the first group buying website: Meituan.com began its business on March 4, 2010, the group buying has quickly spread in many big and medium cities. When enlarging the scale of suppliers and consumers, the coverage of the websites spread rapidly from biggest cities such as Beijing and Shanghai to smaller cities. Within one year, the number of

Chinese group buyers reached 18.75 million and the total market sales reached 1,660 million yuan. According to data from key group buying websites, the market concentration of Chinese group buying is relatively low. In 2010, Lashou.com and Meituan.com took the top sales and their percentages were 15.8% and 14.1% respectively. Taobao juhuasuan.com made use of his loyal customers and became the third largest website. By Dec. 2010, the number of group buying websites of China reached 2000. After the explosive growth in 2010,the group buying industry entered the stage of integration and reshuffle in 2011.From the aspect of brand attention, in 2011, several leading websites of the group buying obtained rapid growth with their relatively sufficient capital and talents advantage thus form their leading role. The ten biggest group buying websites take over 60% of brand attention. Among them,Lashou.com was listed the top with the percentage of 17.24%,and Meituan.com and Tuanbao.com took the second and third

position with percentage of 9.4% and 7.49% respectively.( shown in the following figure) . According to the searching result of Baidu.com, the searching index of

group buying industry in 2011 kept stable increase. The daily average searching index in the second half of the year reached 3 million, and the link index was 52.6%. However, from the second half of 2011, some medium group buying websites got acquisition and many got bankrupt, some large group buying websites also got the problem of breakage of capital chain or laying of employees, thus cast a shadow on the whole industry.

Figure 2 List of degree of attention of group buying websites in 2011

From the aspect of transaction scale, 2010 is the initialstage of Chinese group buying websites, because the scale of businesses increased quickly, the resources input to the

businesses was relatively larger amount, thus the translation scale of group buyi

剩余内容已隐藏，支付完成后下载完整资料

资料编号：[287174]，资料为PDF文档或Word文档，PDF文档可免费转换为Word