本文对2011年底以来的团购市场数据进行了搜集整理,在对外部环境和内部
条件分析的基础上,利用SWOT分析工具,分析了美团网的外部条件、内部因素、
竞争战略等,说明了美团网的竞争优势和劣势,面临的机会和威胁。并且在SWOT
分析基础上,对美团网的战略发展方向做出了选择,说明了其抓住激活实施扩张
型战略的必要性。
针对这些问题,作者运用自己的专业知识,提出相应的发展策略建议和处理
方案。作者通过分析得出了团购网站实施扩张型战略、实现短期发展目标所需要
的组织保障和具体方案,以及在市场定位、人才培养、技术幵发等方面应该采取
的保障措施。作者在论文中提出,020模式将拓宽电子商务的发展方向,由规模
化走向多元化。同时,在团购面临生死存亡的考验时,向02转型将是一条捷径,
但是竞争也会非常惨烈。美团网现在正处于扩张的有利时机,应利用其品牌优势
及市场占有率开发三线城市等新兴市场,团购产品品类应由服务业逐渐向毛利润
较高的实物类扩张,充分利用技术优势抢占移动应用市场,与优惠券、SNS、LBS
相结合,增加用户粘性,以稳固其国内团购业领头羊地位,最终突破千团大战”
的局面下出现的“马太效应”,破解模式、产品雷同,求得质的突破。论文还对未
来团购网站的发展进行了展望,指出在未来一段时间内,处于领先地位的团购网
站会有更大发展空间,而新进入者和第二梯队的团购网站市场空间将进一步被挤
压侵蚀,大团购网站应釆取必要措施,避免与第一梯队团购网站发生正面冲突等
结论。
关键词:美团;团购;电子商务;发展战略
ABSTRACT
The GNP and Internet users highs the maturing online payment and the
development of mobile Internet,pioneered by the U.S. Groupon website buy class
website has a unique advantage of the region, the number of restrictions, can not, can be
for businesses to expand new sales channels. Since March 4, 2010 the first to follow the
Groupon buy site of the United States Mission online line, domestic buy site
development so far, the competition in the market has reached a fevered pitch. But at the
same time, within the industry, the competitive situation becomes clearer, Matthew
began to show. More serious due to the homogenization of the product, especially
physical type of buy, competitors will profit has been pressure to a very low, almost too
much room for operational. U.S. Mission Network With first-mover advantage, through
continuous efforts to become one of the most successful buy site, but encountered many
difficulties in the development process.
Buy the market since the end of last year, data collected using SWOT analysis tool
based on the analysis of the external environment and internal conditions, the U.S.
group net external conditions and internal factors, competitive strategy,description of
the United States Mission Network&39;s competitive strengths and weaknesses,
opportunities and threats. SWOT analysis on the basis of the strategic direction of the
U.S. Mission Network made choice to seize its activation of the necessity of the
implementation of the strategy of dilated.
To solve these problems, the authors apply their expertise to propose appropriate
development strategy recommendations and treatment programs. Safeguards the
organization security derived by analyzing the buy site expansionary strategy to achieve
short-term development goals and specific programs, as well as market positioning,
personnel training, technology development, and other aspects should be taken. In the
paper, the author proposed the 020 model will broaden the direction of the
development of e-commerce, by large-scale diversified. Meanwhile, when faced with
the test of life and death in the buy to 020 transition will be a shortcut, but the
competition will be very fierce. U.S. Mission Network is now in a favorable opportunity
for expansion, should use its brand and market share in the development of emerging
markets such as third-tier cities, buy product category should be service industry
gradually take full advantage of the technical superiority to the kind of gross profit
higher class expansion seize mobile application market, combined with the coupons,
SNS,LBS, increase user stickiness, to stabilize the domestic buy industry leading
position, the final breakthrough in the situation of the thousands of groups Wars
Matthew Effect crack mode, the product The similarity is obtained qualitative
breakthrough. The paper also prospects of the future development of the buy site,
pointed out in a leading position in the next period of time, buy site will have a greater
development space, buy site of the new entrants and the second tier market space will be
further squeezed erosion, large buy site should take the necessary measures to avoid a
direct conflict with the first echelon buy site conclusion.
Keywords: Group Mei; Group-buying; Electronic commerce; Development
Srategy
第1章绪论
1.1选题的背景和意义
1.1.1研究的背景
网络团购(Group purchase)就是团体购物,指认识或不认识的消费者通过网
络联合起来,加大与商家的谈判能力,以求得最优价格的一种购物方式。根据薄
利多销的原理,商家可以给出低于零售价格的团购折扣和单独购买得不到的优质
服务。网络团购作为一种新兴的电子商务模式,通过消费者自行组团、专业团购
网站、商家组织团购等形式,提升用户与商家的议价能力,并极大程度地获得商
品让利,引起消费者及业内厂商、甚至是资本市场关注。现在网络团购模式创始
团购网站Groupon自2008年11月上市之后,其发展速度令人哩舌。至2010年11
月,仅仅2年时间,谷歌向Groupon的收购邀约报价从15亿一路上涨至60亿美
元。《福布斯》杂志把它评为历史上增长最快的公司”,《时代》杂志将之选入去年
最佳50网站之一,《纽约时报》称它可能是史上最疯狂的互联网公司。
自2010年3月4日国内首家仿效Groupon的团购网站美团网上线以来,国内
的团购网站发展至今,市场竞争已经达到白热化的程度。但产品的同质化比较严
重,尤其是实物型的团购。京东、淘Ik、当当、卓越等众多电子商务类公司角逐
市场的时候,竞争者将利润压到很低,而且覆盖了多种商品类别市场。此外,原
本只做线下连锁店零售业务的3C巨头国美、苏宁也开始追随电商的脚步开拓线上
运营平台,这块市场其实已经没有太多可操作的余地。
2011年以后由于融资“冬季”的到来,很多国内团购网站遇到融资问题,加
上经营不善,同质化严重等问题,有上千家团购网站倒闭。一线品牌的窝窝团、F
团、拉手网等也相继爆出裁员或是拖欠广告费等方式以削减成本应对目前的团
购冬季”的消息。与之相对应的是美团网则以相对稳定的速度进行新站扩建和校
园招聘,并实现业绩的不断增长。同时有资料显示美团网在获得新一轮融资之后,
其账面资金已超过4亿元人民币。是什么使美团网在其他团购网站纷纷裁员,减
少开支以度过“融资冬季”的情况下仍然有充足的资金流,稳健扩张是一个值得
==>>