| The American’s first deal-of-the-day website "Groupon.com" was launched in November2008in Chicago. The valuation reached to1.35billion in one and a half years, it was called "The craziest Internet companies in USA" by The New York times. In this way, it opened up a new mode group purchased online----The Groupon mode. The website offers a low discount of goods that classified as service type online in each of the markets it serves in a limited time. Can each person only buy it once a day, when the time is over, the product is off the shelf automatically.The success of the Groupon model caused a worldwide trend to follow. Such as "Buy With Me" and "Living Social" in USA,"Daily Deal" and "City Deal" in German,"Snippa" of UK,"Big Lion" of Russia, and "Peixe Urbano" of Brazil etc. They all cloned the Groupon model successfully and benefited a lot in a short period of time. At the same time, the success of the Groupon mode also affects the market of group purchase online in China. The first "Groupon model"-"meituan.com"-was formally launched in March2010. From then on more than3700domestic groupon class websites appeared in the market of group purchase online, the industry call the phenomenon "A war of thousand groups" jokingly. With the development of the domestic market, local groupon websites innovate the original Groupon mode. Not only change "one city, one day, one deal" into "one city, one day, multi-deal", but also add the physical goods to the original service type only. We call the domestic Groupon mode as the Groupon class group purchase websites (hereinafter called the Groupon class websites).The situation that increasingly highly competition in the domestic market of group purchase online make the Groupon class websites consider how to use ites advantages and avoid its disadvantages and improve its competitiveness urgently and seriously in order to develop a effective competitive strategy. Existing research about the Groupon class websites is concentrate more on the study of the status and mode of the Groupon class websites at home and abroad. But the research about the competitiveness of the Groupon class websites is very few and based on a wide diversity of opinion, most of them have not theoretical basis.Thus, this paper studies on the theory and practice of the evaluation about Groupon class websites’competitiveness according to Michael Porter’s Value Chain Model based on the value-added chain activities of Groupon class websites. Firstly, this paper overviews the currently existing research of the Groupon class websites:it defined the relatived concept of Groupon mode websites, and then introduced the course of development of domestic Groupon model, moreover analyzed the the Groupon model; summarized the the theory and practice of Groupon class websites at home and abroad, furthermore analyzed the problems about the existing research briefly. Secondly, this paper expatiates on the current operation situation of the domestic Groupon class websites:it analyzed Groupon class websites’the status quo of development, operation mode and features, and then generalized the problems in the development of such websites. Thirdly, this paper analyzes the influencing factors of Groupon class websites’competitiveness through the Michael Porter’s Value Chain Model:it discussed the theoretical connotation of the Porter Value Chain Model, and then analyzed the applicability of the value chain theory to Groupon class websites, whereby constructed a value chain model about Groupon class websites, also analyzed how the activities of valued-add affects websites’competitiveness. Fourthly, this paper creates the evaluation index system of competitiveness about Groupon websites:it introduced the principle of creation about evaluation index system, and established the evaluation index system of the competitiveness about the Groupon class websites, calculated the index weight by analytic hierarchy process (AHP), finally analyzed the evaluation the index system by the AHP model. Finally, this paper chooses "lashou.com" as an example to verify the scientificity and practicability of the evaluation index system and of evaluation methodology about Groupon class websites’ competitiveness. And then it put forward the proposals and countermeasures for the development of"lashou.com".The prominent results:(1)In the area of analysis method, it makes more theoretical and scientific to use the Porter value chain model to analyze the impact of competitive factors in Groupon class websites. The existing research on the impact of competitive factors in Groupon class websites is subjective drawn by the authors, the rationality of the analysis needs to be validated. While I selected value chain model as an analytical model which is universally accepted in academia make the results more scientific and reasonable.(2)In the area of evaluation system, this paper synthesize the existing research about competitive strategy of Groupon class websites, filling the blank on the creation of the competitiveness evaluation system about domestic Groupon class websites. The author used the Porter value chain theory, classified the value-added chain of the valued activities of Groupon class websites into two classes:basic activities and supportive activities, in order to analyze the impact of five competitiveness classified by two categories of activities, and then selected29key factors from these five competitiveness as the evaluation index to build competitiveness evaluation index system of the Groupon class websites.(3)In the area of evaluation method, this paper uses the Fuzzy Analytic Hierarchy Process (FAHP) to judge the competitiveness evaluation system of the Groupon class websites. It converts semantic degree to numerical evaluation by utilizing the expertise and assignment and makes the evaluation results clearly. In this paper, take "lashou.com" as an example, and then analyze its competitiveness through qualitative analysis and quantitative assessment to further proof the reasonable of the evaluation method about the Groupon class websites’competitiveness.(4)By the use of FAHP evaluation model, it arrives at the conclusion that the five competitive abilities of "lashou.com" in descending order is the ability to attract users, the ability to website building, the ability of website operation, the ability of commodity management, the ability of website service. Which the ability of website operation and the ability of website building was not significantly different, but the ability of website service is lagging behind. Binding the competitiveness evaluation index system of Groupon class websites, it put forward three reforming suggestions of improving the competitiveness of "lashou.com":to regulate the commodity information, to protect the commercial quality, to perfect the off-line services. |
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