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標題: | 中國團購產業結構與競合策略之個案研究 A Case Study on the Structural Analysis and Co-Opetition Strategies of Group-buying Industry in China |
作者: | Yan-Rong Wu 吳彥融 |
指導教授: | 李吉仁(Ji-Ren Lee) |
關鍵字: | 團購平台,平台策略,競合策略,產業結構分析, Group-buying Business Model,Platform Strategy,Industrial Structure Analysis,Co-Opetition, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 網際網路降低了資訊傳遞與群體連結的成本,也讓團購產生了新的可能性,在互聯網時代衍生出多樣化的商業模式。但團購商業模式在其他國家並沒有成功的案例,僅在中國市場獲得了良好的發展,以美團和拼多多來說,前者花費五年的時間成為了中國本地生活服務平台的巨頭,而後者僅花費了四年的時間成為中國用戶數第二大的電商平台。因此,本研究希望針對這兩個成功的團購個案,探討其能在中國市場獲得成功的原因,並據以探索團購商業模式與競爭意涵的深度認識。 本研究採取產業與個案分析方法,先透過SCP模型來分析團購的產業結構,再聚焦討論平台模式與發展策略,結合美團與拼多多的個案分析,深入了解其如何在大型領導電商存在的產業背景下,建構競爭優勢,發展成為新的大型電商平台,最後再探討團購電商對零售產業價值生態,可能產生的衝擊與改變。 透過兩家團購電商平台的商業模式與策略佈局,本研究歸納了若干研究洞見。首先,美團與拼多多均採用錯位競爭的策略,鎖定在領導電商平台所忽略、放棄的利基市場以及低階市場,在形成一定用戶規模與網絡效應後,在後期拓展至新的業務與主流市場中,展開與領導電商平台的直接競爭。其次,在商業模式上,美團的團購平台模式,透過強化雙邊用戶黏著度的平台設計,加上正確的擴張策略與目標市場選擇,使美團在高度競爭的產業環境下,建立與其他團購平台的差異化競爭優勢。此外,拼多多的社交拼團模式,實現了去中心化的流量分發,使獲客成本遠低於其他電商平台,並以C2M模式優化供應鏈,增加了廠商對平台的轉換成本,為自身打造獨特商家資源與競爭優勢,而C2M供應鏈改造以及去中心化的流量分發機制的發展,也是電商平台對於零售價值鏈後續可能帶來的衝擊與改變。 Internet reduces the costs of information and people connection, which bring up new future of group-buying businesses. However, despite of the significant growth of the group-buying business during the past decade, its business model did not sustain for long until the emergence of new breed of group-buying business models in China. Specifically, Meituan spent five years to become the leading e-commerce platform for service, while Pinduoduo took only four years to be the second-largest online marketplace in China by number of users and number of orders. To explore factors underlying the significant growth of group-buying models and its impact on the e-commerce industry landscape, the present thesis conduct an in-depth case study based on Meituan and Pinduodio in the China market. To achieve the research goals mentioned above, this study adopted a qualitative-based industry analysis. Guided by the SCP framework, we were able to unravel the industry structures Meituan and Pinduoduo faced. Then we further conducted an in-depth case analysis on Meituan and Pinduoduo with platform strategy and co-opetition structure to explore how they build their competitive advantages in a context of highly competitive e-commerce market. Our case research summarized with several observations which motivate further exploration. First, the success of Meituan and Pinduoduo can be attributed to their early entry decision focusing on the niche and low-end market which was neglected by two leading e-commerce giants, Alibaba and JD.com, so that dislocation competition occurs. After accumulating large user base and hence network effect, they expanded to the mainstream market and competed with leading e-commerce platform. Secondly, Meituan built competitive advantage within group-buying platforms through platform design to enhance customer stickiness and hence sustain its expansion and growth. Interestingly, Team-purchase business model of Pinduoduo established decentralized traffic system with social network and therefore had much lower customer acquisition costs than its competitive counterpart. It also created “consumer to manufacturer (C2M)” approach to shape supply chain and build advantages through unique commodity. It revolutionized not only online shopping but also retailing value chain in China. Implications and suggestions based our research results are also discussed. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20609 |
DOI: | 10.6342/NTU202004125 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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