A Study On Pattern Of Network Group-Buying From The Perspective Of Business Ecosystem

Network group-buying, as a new type of consumption patterns, has important significance to meet the demand of consumers and promote domestic economic development of the Internet. But at the present stage, network group-buying’s development has appeared many problems needed to be solved:high user complaints, severe group-buying collapse, lack of confidence in the capital markets and businessmen’s complaint of not getting ideal profit, etc. And in the practice of the network group-buying, online group-buying industry has attracted many participants, which has obvious clustering characteristics, they coordinate with each other to form a woe collective interests by sharing resources. Previous studies have tended to ignore the current characteristics of the cluster and the common interests of all participants, they were not from a big Angle of view, completely considering the whole network group-buying industry between the participants of the "win-win".Business ecosystem theory provides a good theoretical perspective to promote the development of the network group-buying industry better by the participants "win-win". The purpose of this paper is to explain the present development of the network group-buying, and establish the corresponding mechanism to guide the development of the network group-buying through the comprehensive domestic and foreign research about the network group-buying and business ecosystem, using the related theory of business ecosystem. First of all, this paper, which used the theory of business ecosystem and combined with the network group-buying unique background, definies the network group-buying and constructs the corresponding model. Then, this paper, on the basis of related theory about natural ecological system, constructs the network group-buying business ecosystem information flow and energy flow model, and analyses the mechanism and characteristics of the model’s running. We think the patency of energy flow and information flow has important significance to promote the network group-buying each participants sharing resources and realize the synergistic effect. Then, thanks to the analysis of the present situation of the network group-buying coordination, mechanism and characteristics of energy flow and information flow, and combination of mathematical analysis, this paper put forward strategies to improve the coordination mechanism of information flow and energy flow, and establish the corresponding coordination mechanism of energy flow and information flow. In the end, this paper use the NuoMiWang for the case to analysis, it analysised the specific ecological system model, the energy flow and information flow model and the coordination mechanism between energy flow and information flow. This paper has certain theoretical significance to rich theory of network group-buying and business ecosystem, and has a certain practical guiding significance for the development of network group-buying.