The Research On The Brand Competitiveness Of Chinese Group Buying Websites Based On Five Forces Model

Group buying website is a new type of e-commerce model. The founder of the new e-commerce model is the Groupon website, in2010, the group began to rise in China. According to statistics, China has emerged thousands of group buying websites. In today’s rapid development of e-commerce, group buying as a new way of consumption, is regarded by many customers and has much recognition. Group buying industry in China after4years of explosive growth, has entered the stage of shuffle now. Group buying website reshuffle will continue, a part of the websites which are with mismanagement and in shortage of funds will have to close. Behind the rapid growth of Chinese group-buying websites, from the external environment of inner mechanism of transverse to the longitudinal, there are many problems which need to be solved. Compare the fast growth of shopping online and group-buying business applications, the application of group-buying still has the very big promotion space. Study the brand competitiveness of Chinese group-buying websites, which has important significance to solve the problem of group existing.The article bases on the introduction to the development of Chinese group buying website, bases on basic theory of e-commerce and management skeleton, and uses the basic theory of marketing, management, application of the theory of porter "five model", analyzes the brand competitiveness of Chinese group-buying systematically, and gives prospect to the development of Chinese group buying website.