拼多多商业模式评价研究(附调查问卷)

拼多多商业模式评价研究(附调查问卷)(论文19000字)
摘    要
随着移动互联网技术的迅猛发展，我国电商企业也在不断寻找自己的出路。电商市场的激烈竞争使得企业不断探索新的商业模式。商业模式就是企业的经营战略、价值获取的体现。所以对商业模式的评价能够对企业未来的发展进行预测，使得企业能够调整经营模式，在商业竞争中占据有利地位。
本文结合拼多多公司经营现状，构建了该公司的商业模式的评价指标体系，运用层次分析法和模糊综合评价法得出各指标的权重和得分，指出该公司经营过程中的不足之处并提出相应的对策。具体而言，论文首先在参考国内外文献的基础上，建立了拼多多商业模式的评价指标体系，它主要由客户维度、服务维度、运营维度和财务维度四个二级指标组成，并且对这个四个二级指标分别细分到三级指标。然后，根据指标体系设计了调查问卷，在得到相关数据后，运用层次分析法分析指标的权重，利用模糊综合评价法确定各项指标的得分。经分析发现拼多多公司的客户满意度和商家满意度都较低，结合该公司经营实践，从四个维度分别提出改进建议。

关键词：拼多多商业模式；  评价指标；  层次分析法；  模糊综合评价法

Abstract
With the rapid development of mobile Internet technology in our country, china's electric business companies are constantly looking for their way to develop better. It is fierce competition that makes enterprises to explore new business models. In fact, business model give expression to how companies to get value. Therefore, the evaluation of the business model can predict the future development of the enterprise, so that the enterprise can adjust the business model and get a favorable position in the business competition.
Thethesis analyzes the current situation of development and business strategy of pinduoduo, according to the results of the survey data, the analytic hierarchy process (AHP) is used to analyze the weight of the index, and the fuzzy comprehensive evaluation method is used to analyze the scores of the various indicators, and puts forward the way to solve the situation. And in particular, by referring to the literature at home and abroad, the evaluation index system is set up. The index system is mainly composed of four dimensions, which are customer dimension, service dimension, operation dimension and financial dimension. The four dimension are divided into the more detailed indexes. The analysis shows that the business model is not suitable, and the main reason is that the customer’s dissatisfaction and the businessman’s dissatisfaction. Combined with the problems of business models shows, it puts forward feasible suggestions for improving business models from four dimensions.

Key words:Pinduoduo’s business model;  Evaluating indicator;  AHP;  FCEM
 
目  录
1  绪论    1
1.1  研究背景、目的及意义    1
1.1.1  研究背景    1
1.1.2  研究目的    1
1.1.3  研究意义    2
1.2  文献综述    2
1.2.1  国外文献综述    2
1.2.2  国内文献综述    3
1.3  研究内容和方法    4
1.3.1  研究内容    4
1.3.2  研究方法    4
2  基础理论概述    5
2.1  商业模式概述    5
2.2  电子商务公司商业模式    5
2.3  环境分析方法    6
2.3.1  SWOT分析模型    6
2.3.2  波特五力模型    7
2.4  评价方法    7
2.4.1  层次分析法    7
2.4.2  模糊综合评价法    8
3  拼多多商业模式评价指标体系构建    10
3.1  拼多多公司经营现状分析    10
3.1.1  拼多多公司简介    10
3.1.2  拼多多经营现状分析    10
3.2  商业模式评价指标体系的构建    11
3.2.1  商业模式评价的原则    11
3.2.2  评价指标的选取    11
3.2.3  评价指标体系结构    14
4  实证分析及对策    15
4.1  确定指标权重    15
4.2  问卷设计    18
4.3  数据收集    18
4.4  数据分析    18
4.4.1  信度分析    18
4.4.2  效度分析    18
4.4.3  评价结果    19
4.5  对策与建议    23
5  结论与展望    25
5.1  结论    25
5.2  展望    25
参考文献    26
致谢    28
附录    29