网络团购新进入者及竞争策略探讨

Study on New Entrants in Online Group-buying Market and Their Competitive Strategies

伴随着美国Groupon团购网站的成功,国内出现了大量模仿者,也吸引了众多互联网的成熟企业进入团购领域。文章介绍了本地生活搜索网站、社交网站、电子商务网站、门户网站等新的进入者,提出了Groupon团购网站的关键成功因素,并基于关键成功因素探讨了新进入者的市场竞争策略。

The success of Groupon,a American group buying website,attracted not only massive domestic imitators,but also many Internet companies into the group-buying areas.The paper introduced those new entrants such as Local Live Search sites,SNS websites,eletronic commerce websites and portals,and analyzed the critical success factors（CSF） of Gourpon.Consequently,competitive strategies based on the CSFs were brought out for those new entrants.