团购的网络经济学特征及企业竞争策略研究

Research on economic characteristic of group-buying online and strategic behavior of enterprises

作为一种创新的电子商务模式,网络团购依靠其特殊的运行方式和盈利模式风靡全球,近两年在国内得到了迅速发展,前景十分广阔。相比传统产业,网络团购有着独特的经济特征和企业行为,然而相关的研究却非常缺乏。本文从网络经济学的角度深入探讨网络团购的网络外部性、市场结构和运行规律等特征,提出了差异化、锁定和构建进入壁垒等企业策略,以期为网络团购这个新兴行业的健康发展以及相关企业参与竞争提供一个新的研究思路。

As an innovative e-commerce models, group buying online swept the world for its special operating and profit modes, and has been developed rapidly in the past two years. Compared to traditional industries, it has unique economic characteristics,market rules and enterprise behavior. However,the related research is very scarce. By analyzing the network externality,market structure and operation rules of group-buying online from the view of network economics,this paper presents a series of business strategies,including product differentiation,locking and construction of entry barriers in hope to provide reference for the further development for this new industry.