 ==>> 点击下载文档 |
在得出Groupon中国市场失败的原因之后,本文运用企业战略目标管理模型、
五力模型、SWOT分析工具,以及市场周期理论得出Groupon中国可能的战略优
化措施。在运营模式以及产品设置方面,通过调查欧美市场新兴的网络团购模式
的趋势,提出网络团购应该区别去传统意义的B2C网站,着重定位于提供本地化
的产品服务,即020 (Online to Offline)模式。与此同时,Groupon的产品设置
必须提供具有差异化和品牌化的团购产品;资源整合方面,结合整个团购网站的
宏观环境的条件,论证Groupon中国与本地团购企业F团合并的必要性和必然性,
着重强调合并的成功必须进行市场团队的整合。最后,本文对网络团购线下销售
特点进行总结,展望网络团购如果能够充分的结合本地产品服务和互联网的技术
特点一定能开创互联网发展的新模式。
关键词:网络团购市场;Groupon中国市场失败;战略优化;020模式
ABSTRACT
The paper researches the Groupon, which is the fonder of the internet group
buying, through using tiie market cycle theory to analyze the internet group buying
macroeconomic environment, to anylays their series of strategic, and point out the
reasons of Groupon China market expansion failure: ignore the brand building,
wrong choices of strategic partner s,unreasonable configuration management team,
the error set product promotion way,as well as ignore cost control.
After gained the Groupon China market failure reasons, the papar use the
corporate strategic objectives management model,five forces model, SWOT
analysis tools, as well as the theory of the market cycle draw the Groupon China
possible strategy optimization measures. In the operating model and product setting,
investigating the trend of European and American markets, emerging internet group
buying should differentiate between traditional B2C internet model. Groupon
should focus on traditional products and services, and 020 (Online to Online)
mode is the choice. At the same time, Groupons product setting must pay the high
value differentiation and re-buliding branding; abonut resource integration,
macroeconomic environment combined with the internet group buying conditions,
demonstrate the necessity and inevitability on Groupon China merged with the local
companies F Group Company. And pointing out that emphasising the integration of
the marketing team is the only way on the success of the merger. Finally,the paper
summarized the characteristics of internet group buying should depend on normal
market sales,and looking forward, if the development of the internet group buying
could combine with the local products and services, Groupon China will be able to
create a new model of the development of the Internet.
Key words: Internet group buying; Groupon China failure; Strategy
Optimization; 020 internet business model
I Introduction
A.Background and Significance
Group Buying Online, a new type of Internet marketing model,is to rely on
the Internet, through the collection with the same intention customers. And the
number of customers will reach the conditions for talks with the business, to help
consumers enhance the bargaining power to obtain lower discount
In November 2008,the United States Group buying website— Groupon line,
and within a year had 180 million users. Groupon for its innovative simple market
model, causing a global buy spurt imitation. In April 2011, the Groupon and Tencent
Holdings will each contribute $ 50 million; also successfully introduced Yun Feng
initiated Yunfeng Fund. But established within six months, the Groupon is not as fast
as everyone expected to dominate the market. Conversely, Groupon even didn&39;t get
group buying online market share,and even never entered into the top ten.
Groupon experiences in China is not by chance. Early to enter the Chinese
market of eBay has quickly occupied more than 80% market share; Another example
is the world&39;s leading Internet company Yahoo, Myspace, Amazon, Googel etc. all of
them in China suffered unprecedented failure, and Groupon has repeat the mistakes
of the number of U.S. Internet companies in the Chinese market. Groupon China&39;s
strategic mistakes, for other schemes enter the Chinese market, and with the
advantages of capital, management, and strategic partners is some reference;
analyzed the feasibility of new high the strategic plan also provides strategic
solutions for intemationla enterprises to enter the Chinese market.
B.Research methods
In this paper,I am using interviews, information access, desktop studies and
other research methods;
Interviews: though interviewing some senior managers and the general staff
worked in Groupon,; senior employees in the Internet industry, and some of the
professors and scholars to find out about specific events and get part of the sales and
marketing ;
Inspection: though analysis the world&39;s leading Internet companies, to get
the relevant theoretical knowledge;
Desktop research: though some of public information to compare screening
selects the relevant data to support rese肌di of industry research site.
II Group Buying Online Company ~一Groupon Competitive
Strategy and The Main Problems
A.Review of the Development of China&39;s Group Buying Online market
According to the report released by the China Electronic Commerce Research
Center: until June 2012,China&39;s group buying online cumulative bom 6069,
accumulated Closed 2859, and continue to operate is 3210. And the mortality rate of
group buying online is 48%,especially, the number of buying companies have been
reduced from the beginning 3909 to3210,at the same time the number of employees
in the group buying company and their average salary is also reduced.
This paper analyzes the enthusiasm of consumers group buying online has
gradually attributed to the rational. The market demand has also been a significant
reductions, the number of companies that group buying online in China has declined.
Contrast with the U.S. market, we can expect in the future, there will be a lot of off
of the market. However,the market demand of the Chinese group buying online is
still present, the market is further broken down, and still no new technology or new
services instead of group buying online to bring consumers the same psychological
expectations. The most important feature of the market maturity: consumer products
have been relatively familiar with the growth stage of tiie caimibalization and the
melee of each other&39;s markets has ended. Therefore, in my judgment, the Chinese
group buying online is in the formative period and has been initially matured.
B.Group Buying Online Company Groupon Existing Competitive
Strategy
Though the analyzed, most of Groupon users are between 18-34 aged women,
more than half received more than undergraduate education, more than 75% of
