【作者】 陈其燕；

【导师】 谌贻庆；

【作者基本信息】 南昌大学 ， 技术经济及管理， 2011， 硕士

【摘要】 网络团购自诞生起在我国已有两年,在这两年中可以说其呈现出爆发式的发展,创业者们也看到了其巨大的商业前景,但是由于网络团购所涉及到的相关方(商户、团购企业、消费者及政府)自身存在的问题,特别是网络的虚拟性和参与者之间信息的不对称性及信用的不确定性引起的诚信问题严重阻碍着网络团购的发展。因此,对网络团购的诚信管理问题的探讨和解决对策的分析,成为研究网络团购发展的一个重要课题。本文从网络团购的特征分析、发展及其发展中存在的问题出发,分析我国网络团购模式发展中存在的诚信问题。中国互联网信息中心的统计报告显示：与诚信相关的产品质量、服务质量和安全问题仍然是目前网上交易中存在的最大问题。这些诚信问题存在于网络团购的整个交易过程,严重影响着团购行业的发展。而探究其理论根源,一个主要的问题是交易双方的信息不对称,与大多数市场上存在的柠檬问题、逆向选择和道德风险等信息不对称问题一样,在团购市场上也存在这些问题。但是由于网络团购“一次性”交易的特殊性,使得其信息不对称更加严重,加大了交易过程中的交易风险。针对这种情况,本文对网络团购所涉及的相关利益方的行为进行了不同状态下的非合作博弈分析,包括买卖双方之间的不完全信息动态博弈,政府与交易方、第三方与交易方之间的完全信息静态博弈,同时对网络团购的相关利益方进行了合作博弈分析,并简述了合作联盟利益分配方式。要减少网络团购交易中的信息不对称,需要依赖于网络团购诚信管理对策的完善。本文根据我国的实际情况,以第三方认证机构为核心,政府、行业和社会等的监督和激励为辅导作用构建了我国网络团购的诚信管理模型,最后就该诚信管理中存在的问题提出了一些建议。希望本文的研究成果对提高我国网络团购行业乃至电子商务的发展有一定的参考价值。更多还原

【Abstract】 Business to team on net has been 2 years since its emergence, It takes on explosive development during these 2 years, and entrepreneurs have seen the tremendous business prospect, while there exist many problems in itself including the businessman, enterprise, consumer and the government, Especially the net is virtual, and the information between the participants is asymmetric and uncertain,followed by the lack of integrity which is the basement of the business on net。In this way, the investigations about the integrity management and the corresponding solutions have become an important subject on the development of B2T.This text begins with the characteristics analysis, the development and the existing problems, aimed at investigate the integrity problem. The statistics report of China Internet Information Network Center shows that the quality of the product and the service and the network security has always been the chief problem in the whole process of the online transactions. These have seriously hindered the development of the industry, to explore the theoretical roots in depth, we may see the main problem—the information between the two parties to the transaction is asymmetric. This problem exists in all markets. It differs only in extent. The online market has its own specificity of once transaction, aggravating the extent, also adding much more transaction risk. In connection with such circumstance, this text tried to make a non-cooperative game analysis on relative parties under different conditions, including the incomplete information dynamic game between the buyers and sellers, the complete information static game between the government and the parties to the transaction. In addition, we also make a cooperative game analysis, making a brief introduction of the benefits distribution among the alliance.It depends on the improvement of the integrity management system to reduce the phenomenon of the asymmetric information. This text goes from the actual situation in China in order to construct the integrity management system in which the third party is the core, the supervision and excitation of government, industry and the society is the supplement. At last, the text put forward some relative suggestions, hoping for some references to the development of the industry or even Electronic Commerce.更多还原