基于五力模型的Groupon模式团购网站竞争战略研究

运用波特五力模型对Groupon模式团购网站的竞争环境进行分析,结果表明供应商的议价能力较弱、购买者的议价能力较强、潜在进入者的威胁较大、替代品的威胁较小,同行业内竞争者的竞争非常激烈。针对这种竞争态势,提出了保持和提升Groupon模式团购网站竞争力的三大竞争战略:成本领先战略、差异化战略、集中化战略。

Study on Groupon New Type of Group Purchase Website Competitive Strategy Based on the Five Forces Model

Using Potter’s five-force model on Groupon new type of group purchase website competition environment analysis,and the results show that the bargaining power of suppliers is weaker,bargaining power of buyers is stronger,potential entrants threat is larger,the threat of substitute products is smaller,the competitors inside the industry are very competitive.In view of this competition,the author puts forward to maintain and promote the Groupon new type of group purchase website three competitive strategy from low cost strategy,differentiation strategy and focus strategy.