中国当下的团购网站成败因素分析研究——以淘宝聚划算为例  

Research and Analysis of The Success and Failure of China's Group-buying Websites of Today——Exemplified by Poly-worthwhile

作　　者：倪宁[1] 

机构地区：[1]浙江商业职业技术学院信息技术学院,浙江杭州310053

出　　处：《江苏商论》2012年第5期50-52,共3页Jiangsu Commercial Forum

摘　　要：中国的团购网站在近2年以来呈现了不断增长的趋势,面对良莠不齐的团购网站,市场的淘汰也是很残酷的。目前团购网站大量倒闭,倒闭数量远远大于新增网站数量。本文主要以聚划算为研究对象,从其发展历程、优势分析、案例、营销策略等几个方面进行阐述和分析,希望对中国团购市场的发展起到一定的引导作用。The number of Chinese group-buying websites has increased sharply in the past two years.They are enduring fierce competition and being tortured by potential elimination at any time.Multitudinous group-buying websites have died out and it is not exaggerating to say that the death rate of group-purchase market has farther transcended its birth rate.Based on such poor circumstances,this article targets at a successful group-buying carrier,＂Poly-worthwhile＂,summing up its development course,advantageous strengths,marketing strategies and tackling skills of tough cases,so as to provide an enlightening reference for the more favorable future of China＇s group-purchase market.

关 键 词：聚划算 营销策略 团购市场 

分 类 号：F713.16[经济管理—产业经济]