Innovation Research On Business Model Of Domestic Group Purchase Websites Based On Customer Value

Group purchase websites are new e-commerce websites rising from the UnitedStates and have taken the world by storms quickly. Groupon，an group purchasewebsite of USA，has made a hit due to its clear business model. In March2010, thebusiness model of Groupon was introduced into China and the domestic purchasewebsites have mushroomed in major cities in the country with a surprising speed.According to the latest research, the market size of the2012Chinese network grouphas reached98.68billions, with an increase of75.5%. It is predicted that the marketsize of network group is expected to reach418.85billions by the year2015.Group purchase websites have gradually become a mainstream shopping pattern.Besides, its appearance has even changed the pattern of people’s life since it hasbrought tangible benefits for consumers. However, the serious homogenization ofbusiness model of domestic group purchase websites has led to keen competition. Atthe same time, some problems have arisen of domestic group purchase websites. Inlight of this, the author analyzes the business model of the current domestic grouppurchase websites and summarizes its both success and existing problems, andprovides innovation of business model from the standpoint of the customer value. Theauthor expects to provide some new ideas for the development of domestic grouppurchase websites through the research of this paper, thereby helping these websitesmake faster and better development as well as providing better service for theconsumers.This essay firstly introduces why network group occurs, the development statusalong with the analysis of the industry value chain and market environment of grouppurchase websites in China. Secondly, This essay sums up the business model ofgroup purchase websites and details five essential elements of its business model：value proposition, key processes, interactive mode, key business, profit model. Theessay also points out the existing problems of business model combined with the five elements. Besides, the author explores domestic group purchase websites from theperspective of customer value, summarizes the influential factors of the customervalue and five dimensions composed from consumer psychology of the networkgroup: perceived cost value, quality value, information value, situational value andsocial value. The author innovates the business process of group purchase websites aswell as five essential elements of group purchase websites business model based oncustomer value dimensions and details the methods and approaches of the innovations.At last, the essay analyzes the lashou website and points out the specific problems ofit among with the solutions based on innovative approaches. This essay tries to reflectthe real problems of group purchase websites in China and sets forward l practicalproposals. The author hopes to offer some help to the development of the domesticgroup purchase websites.