- 學位論文
團購網站經營模式之研究：以Groupon Taiwan為例
Business Model of Group Buying Website-The Case of Groupon Taiwan
摘要
隨著電子商務(EC)的成熟、社群、智慧型手機的普及，消費者轉而在網路上找尋共同興趣與喜好的人一起購買商品，掀起了一波網路團購的熱潮，是2009年起令人注目的新商業模式。團購網站奇蹟般的獲利現象，引發各方業者大舉跟進，台灣亦有GROUPON、GOMAJI夠麻吉、17P好康(17Life)、拉手網等相繼誕生。在團購網龍頭GROUPON平台上，消費者已享受超高額度半價的優惠，而平台卻還收取如此高額的佣金比例，企業用戶透過與團購網合作，真的能夠獲利嗎?為何其他團購平台表面上複製了GROUPON模式，卻無法得到相同的獲利？究竟GROUPON擁有什麼樣的神奇力量，可以在進入門檻不高的團購領域中脫穎而出，並達成獲利？ 本研究以擁有強大獲利能力的GROUPON做為質性研究之個案研究對象，且向下聚焦到GROUPONTAIWAN為研究範圍。在其營運模式中，又以行銷能力4P和4C為研究主軸，來探究GROUPON TAIWAN在產品、價格、宣傳、通路上之策略，並以一級、次級資料驗證。 本研究發現，GROUPON TAIWAN競爭優勢有(1)屬外商企業；(2)專業顧問定位；(3)菁英團隊；(4)擁有浩大消費者DataBase。GROUPON TAIWAN致力於發展與顧客之間的穩定，甚至是依賴的關係，以求建立競爭優勢贏得市場。不僅無形之中改變消費者購物習性，亦形成一股強大社群生態圈，透過正向加乘效果，讓獲利更加茁壯。
並列摘要
Since E-commerce business, social media and smart phone are become maturein all markets, there are more and more consumers change their shopping behavior and looking for someone who has the same interests consume products together on the internet. It’s a new business model since 2009 and caused a sensation in online world. The phenomena of incredible profit from group buying website especiallyGroupon motivated other competitors to join in this industry. Groupon Taiwan, Gomaji,17 Lifeand et cetera setup one by one in Taiwan.In Groupon, consumer getsmore than half discount from these products and Groupon gets 30%-50% commission from suppliers. Via this business model, could suppliersmake anactual profit fromit? Why other competitors copy the same business model from Groupon but can’t get the niceprofit? The Entry Barrier of this industry is low, butwhat’s the secret of Groupon which could stand out from these competitors and make a good profit ? Have a great power of making a huge profit, this case studytargetedGroupon Taiwan. The main research had narrowed down the business model to marketing strategy which are the Product Strategy, Price Strategy, Promotion Strategy and Place Strategy. All information is actuate byPrimary and second-hand source This research foundthe competitive advantage form Groupon Taiwanare (1)It is a foreign corporate;(2)Profession Consultant in marketing position;(3)Great Team; (4) Huge DataBase.Groupon Taiwanis delicatein developing the stability between clients and even growingthe client’s habit of relying on them.This strategy not only changed consumer’s shopping behavior invisiblely, but also formed anenormous social cluster which profit grows more.