[摘 要] 美国的Groupon 红红火火，取得了很大的成功，这边国内模仿它的团购网已呈现出“千团大战”的局面。团购网站的进入门槛低，造成市场上的网络团购网站参差不齐，出现了大量的“ 个人团购网站”。近来网络媒体上陆续曝出网民遭遇网络团购诈骗、质量难保、信息泄露等新闻，很多团购网站在消费者的心中也留下了极坏的口碑，致使很多消费者难以信任网络团购，严重影响了国内团购网站的发展。本文将在阐明了网络团购相关概念上介葽@＜缤殴豪嘈秃屯缤殴盒湃挝；硐中问剑缓笱≡裆袒А⑷现ぁ⒅Ц斗绞健⑾蠓瘛⒎煞ü娴炔忝胬刺轿霾湃挝；脑颉Ｗ詈蟊疚囊砸亮嵬盼咐痈鞲霾忝嫣教秩绾位竦糜没湃危荚诟谕缤殴旱姆⒄固峁┮桓霾慰肌Ⅻbr>
[关键词]网络团购；团购网站；信任危机；
the research of team buying website how to win users trust Abstract：Since team buying website of Groupon flourishing, and getting a great success in Ameica, thousands of website at home itimate it. Because the doorsill for the team buying is rather low, which makes those kind of website emerged in the market have very different condition. Even there are lots of personal team buying websites exsit. And nowadays Internet medium reported that some team buying websites defrauded money, sold inferior goods, let out customers private information. Many team buying websites left a bad reputation in customers mind, which makes many customers can’t believe Internet team buying easily, and badly influences the development of team buying websites at home. This paper will illuminates Internet team buying and related concepts and intrroduce common types of Internet team buying and trust crisis forms. And then analyse reasons from point of view of merchant, authentication, payment terms ,laws and statutes. Eventually, this paper will give Yilingtuan as an example to dicuss how to win users trust at all levels, aiming to provide a reference for the development of Internet team buying at home.
Keywords: Internet team buying team buying websites trust crisis
目 录
1 绪论 7
1.1 文献综述 7
1.1.1 研究背景 7
1.1.2 研究意义 7
1.2 研究框架 8
1.2.1 研究内容 8
1.2.2 创新之处 8
1.2.3 研究方法 9
1.3 术语说明 9
2 网络团购相关概述 10
2.1 网络团购简单介绍 10
2.2 网络团购的基本特征 10
2.3 网络团购的利益关系 11
2.4 网络团购的模式 12
2.5 网络团购的流程 13
3 网络团购相关信任问题分析 14
3.1 令顾客难以再信任网络团购的现象 14
3.1.1 团购项目无中生有 14
3.1.2 货不对版 15
3.1.3 虚报价格 15
3.1.4 退换无门 16
3.1.5 服务缩水 16
3.2 网络团购产生信任危机的原因 17
3.2.1 团购网经营理念落后 17
3.2.2 团购网站管理不规范 18
3.2.3 门槛低，同质性过高 18
3.2.4 团购网站与商户之间权责划分不明确 19
3.2.5 选择不正规商家作为合作对象 19
3.2.6 团购网站支付模式缺陷 19
3.2.7 没有加入一些重要的认证 19
3.2.8 国内缺少相应的法律法规 20
4 团购网获得用户信任的主要策略 22
4.1 专业的运营团队及加入相关认证 22
4.2 严格审核商家，明确与商家相关的权责 23
4.3 方便的在线沟通及完善的售后服务 24
5 伊玲团相关案例分析 25
5.1 简单介绍伊玲团 25
5.2 相应的主要模块介绍 27
5.3 在用户信任方面做出的努力 28
5.3.1 严格审核合作的商家 28
5.3.2 安全的支付方式 29
5.3.3 方便的在线沟通和完善的售后制度 30
5.4 仍需努力的方向 32
6 结论 36
致谢 37
附录A 首批经商务信用平台信用认证团购网站名单 38
参考文献 41
