我国网络团购市场结构演变趋势研析——基于网络经济学与产业组织理论视角

Analysis of Trends in the Evolution of Structure of China's Network Group Purchase Market From the Perspective of Network Economics and Industrial Organization Theory

近年,我国团购市场经历了市场结构大幅波动、快速变化的过程。本文借鉴网络经济学与产业组织理论的分析工具(SCP范式),对团购市场结构的变化规律进行了测算和分析,并通过分析团购市场的结构、行为、绩效之间的关联,对网络团购市场结构演变规律的决定机制和该市场未来的发展走向进行了探索。

In recent years, the market structure of China＇s group purchase market has experienced the process of fluctuations and rapid changes. Based on the analysis tool of network economics and industrial organization theory（SCP model）, this paper makes measurement and analysis of the changing law of group purchase market structure. Furthermore,through the analysis of correlation between structure, conduct, performance, the determinant of the evolution of network group purchase market structure and the future development trend of this market are explored.