Based On The Perspective Of The Company Competitive Intelligence Group Competition Strategy Research

In2008, Groupon was born in the United States, it is a time-limited group purchasewebsite, and its valuation climbed to$1.35billion within a year and a half time, and itwas called the most crazy internet company. Groupon，s success lead to the imitate boomof the worldwide instantly, China is no exception. In March2012,"Mei group buywebsite" which it first imitates the Groupon was formally established, so far, it has3269group purchase website of Groupon model, it is called "1000groups War" in theindustry. The face of such an competitive Group Buying Online industry increasingly,how to use their strengths and avoid their disadvantages, how to train and upgrade themarket competitiveness of the Groupon class group purchase website, it is very urgentto develop effective competition strategy.This article analyzes competitive situation of the Groupon class group purchasewebsite from the competitive environment, the competitors and their competitive abilityand so on, and it is based on the Triangulation Method of competitive intelligence,eventually appropriate competition strategies will be developed. Firstly. In the study ofthe competitive environment, I use the Five Forces Model and PEST Model to analyzethe micro-competitive environment and macro-competitive environment. Secondly, inthe study of the competitors, I use the Strategic Groups Method and Value Net Methodto identify existing competitors and potential competitors of the Groupon class grouppurchase website, and analyze the goals, capabilities and strategies of the competitorswith Competitor Analysis Model. Besides, in the study of the competitive ability, I usethe Value Chain Model to analyze the competitive ability of the Groupon class grouppurchase website. Finally, according to the above findings, I build a SWOT AnalysisModel, and summarize the strengths, weaknesses, opportunities and threats of theGroupon class group purchase website, and develop effective competition strategy, itmainly includes: SO strategy (increase the product or service discounts, innovative marketing approach, combine group buying online with the mobile internet technology),ST strategy (implement centralized product, strengthen the regulation, and improve thelegal norms of group buy website), WO strategy (reduce operating costs, implementcentralized marketing), WT strategy (implement differentiated product or service,innovative business models, combine group buying website with strong comprehensivewebsite).