Business Model of Group Buying Website-The Case of Groupon Taiwan

• Main Authors: Hui-Chuan Lee, 李慧娟
• Other Authors: Chia-Wen Hsu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/16433353378814715828

碩士 === 國立中正大學 === 企業管理研究所 === 102 === 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.