團購平台商業模式之研究-以Groupon為例

平台企業在近些年裏蓬勃興起，它們充分運用互聯網、行動互聯網等資訊網路技術，為用戶提供平台並基於平台打造商業生態系統，它們使自身擁有強大的網絡優勢，有的甚至與生俱來便擁有平台基因。由於平台企業具有參與主體多邊性、交叉網絡外部性、用戶多歸屬性等獨特的經濟學特徵，從而使其在市場競爭中展現出了無窮魅力。因此，本文建構平台型商業模式企業的構成要素，並結合團購平台型商業模式企業酷朋網(Groupon)具體案例，分析了包括價值主張、價值對象、價值活動、價值來源和價值壁壘在內的五大平台型商業模式企業的構成要素。研究結果顯示，Groupon團購平台配對消費者需求與商家需求，為消費者提供高度折扣，為商家提供精準行銷價值 ; 同時在價值網模式分析中，Groupon通過與商家聯合，提供超低折扣的團購商品，吸引大量用戶，然後將用戶轉化成為商家的顧客，商家通過銷售佣金補貼給Groupon。

關鍵字

平台企業；酷朋網；團購

並列摘要

The Platform enterprise have seen a boon in in recent years. They make full use of information networking technology such as Internet of Things (IoT) and the Mobile Internet to provide users with platforms and build business ecosystems on such platforms. They also develop their own strong network advantages and some of them are even born with the genes of platforms. Platform enterprises have distinctive economic characteristics such as multilateral participation, cross-network externality, and users’ multi-attribution, so that they display boundless charm in the market competition. Accordingly, this paper constructed components of the platform-based company’s business mode together with a specific case on Groupon as the group buying platform-based enterprise’s business model, and analyzed components of the five platform-based enterprises’ business models including value propositions, value targets, value activities, value sources, and value barriers. The results showed that Groupon, the group-buying platform matches consumers’ demands with business requirements to provide consumers with lots of discounts and companies with precise marketing value. Under analysis of the value network model; meanwhile, Groupon offers group-buying products at very deep discounts through alliances with companies, which have attracted a large numbers of consumers. Consumers will then be transformed into customers of companies, and companies will make compensate for Groupon using sales commissions.