J I A N G S U U N I V E R S I T Y 本 科 毕 业 论 文
美团网的现状与发展策略
The Current Situation and Development Strategies of MeiTuan
学院名称： 工商管理学院 专业班级： 电子商务0701 学生姓名： ******* 指导教师姓名： ******* 指导教师职称： 副教授
2010年5月
江苏大学本科毕业论文
美团网的现状与发展策略
专业班级：电子商务0701 学生姓名：***** 指导老师：谢振宇 职称：副教授
摘要 在刚刚过去的一年，中国电子商务界最耀眼的莫过于团购了，因此2010年也被称为
“团购元年”。美团网作为国内首批模仿Groupon 模式的团购网站，美团网有一定用户和技术优势，美团以其优质的服务在团购领域内站稳了脚跟，而面对国内近两千家的团购网站的蜂拥而起，美团网的发展面临一系列的内部和外部的挑战。对美团网的现状及发展策略研究对美团网和其它团购网站的发展具有指导和借鉴意义。本文主要从三个方面来研究美团网的发展。
首先，从美团网的本身，回顾美团网的发展起源，分析美团网的性质定位和营运模式。在此基础上对美团网最主要的业务状况进行剖析，运用SWOT分析法找出美团网内部自身的优劣势和发展机会。运用波特五力分析模型，分析美团网发展的外部环境。
其次，从参加团购的消费者方面分析。第一，从顾客需求理论出发，消费者参加网络团购肯定是有某种潜在的需求，分析顾客需求，不断满足顾客需求。第二，从网络团购消费者行为上分析，通过消费者在团购过程中的各种行为，分析消费者爱好，团购意愿，团购考虑因素，团购总体感受。得出美团网改进策略，不断满足顾客需求。
最后，通过美团网自身和消费者两个方面因素，提出对美团网的发展策略的几点建议： 1、做好营销策略促进销量增长。包括：产品策略、价格策略、促销策略、广告策略、业务拓展策略、用户服务。
2、完善服务增加竞争力。包括：售后服务、物流服务。 3、引入担保机制。
4、加强对商家管理，提高商家服务质量和诚信度。 5、通过并购及合作保持领先。
关键词：网络团购 美团网 竞争 发展策略
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江苏大学本科毕业论文
The Current Situation and Development Strategies of MeiTuan
Abstract In the past year, the most dazzling thing in China was virtual team purchase (VTP) . So,
the 2010 was called ‘the first year of VTP’. In 2010, Chinese virtual team purchase (VTP) has experienced from small to large, from weak to strong in a process of development. As the first website for group-buying on internet in China, MeiTuan has many advantages at user and technology, because of its high-quality service, MeiTuan got ahead in the field of Chinese virtual team purchase. In front of the nearly two thousands Website for group-buying on internet, MeiTuan is facing with a series of internal and external challenges. Therefore, the research of MeiTuan's present situation and development strategies will be helpful in the development of other websites. This paper studies the development of MeiTuan mainly from three aspects.
Firstly, researching from MeiTuan's own situation; recall the origins of China's development and analysis the nature of positioning and business model. With analyzing the main business conditions, I use the SWOT to identify the advantages and disadvantages and development opportunities. Observe the external environment for MeiTuan's development by Michael Porter's Five Forces Model.
Secondly, I will analysis consumer. On the one hand, I will start from the customer demand theory. On the other hand, the consumer behavior also will be analyzed.
Finally, I will put forward to some suggestions based on customer's demands and MeiTuan's own situation.
1、Make a good marketing strategy to promote sales growth including: production strategies, pricing strategies, promotional strategies, advertising strategies, business development strategies.
2、Improve the services to increase competitiveness including: After-sales service, logistics services.
3、The introduction of security mechanisms.
4、Strengthen the business management, improve service quality and integrity of business. 5、Mergers and acquisitions
Key words Virtual team purchase MeiTuan Competition Development Strategy
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江苏大学本科毕业论文
目录
引 言 .................................................................................................................................................................. 1 第一章 网络团购的概述 .......................................................................................................................... 2
1.1 网络团购的概述 ....................................................................................................................................... 2
1.1.1网络团购的定义 ............................................................................................................................. 2 1.1.2网络团购的特点 ............................................................................................................................. 2 1.1.3网路团购的模式 ............................................................................................................................. 2 1.2网络团购的顾客需求分析 ........................................................................................................................ 3
1.2.1降低交易成本 ................................................................................................................................. 3 1.2.2掌握交易主动权 ............................................................................................................................. 4 1.2.3满足个性化需求 ............................................................................................................................. 4 1.2.4促进消费者之间的交流，消费者权益得到保障 ......................................................................... 5 1.3 国内网络团购的市场状况 ....................................................................................................................... 5
1.3.1国内网络团购市场发展环境 ......................................................................................................... 5 1.3.2国内团购市场状况 ......................................................................................................................... 6 1.4 国内网络团购的主要模式 ....................................................................................................................... 7
第二章 美团网的概述与现状 ............................................................................................................... 8
2.1 美团网的起源与发展 ............................................................................................................................... 8 2.2 美团网的性质与定位 ............................................................................................................................... 8 2.3 美团网的运营模式和盈利模式 ............................................................................................................... 8 2.4 美团网的业务状况 ................................................................................................................................... 9
2.4.1美团网的业务模式 ......................................................................................................................... 9 2.4.2美团网的影响力分析 ................................................................................................................... 10 2.4.3美团网的业务规模分析 ............................................................................................................... 10 2.4.4美团网的人才储备分析 ............................................................................................................... 10 2.4.5团购垂直化 ................................................................................................................................... 10 2.4.6宣传多样化 ................................................................................................................................... 11 2.4.7内容多样化 ................................................................................................................................... 11
第三章 美团网的消费者分析 ............................................................................................................. 12
3.1美团网的用户分析 .................................................................................................................................. 12 3.2消费者在团购决策中考虑的因素 .......................................................................................................... 12 3.3消费者对网络团购的可信度和使用意愿 .............................................................................................. 13 3.4美团网用户访问行为特征 ...................................................................................................................... 13 3.5消费者对美团网的总体感受 .................................................................................................................. 14
第四章 美团网竞争力分析 ................................................................................................................... 15
4.1美团网外部生存环境五力模型分析 ...................................................................................................... 15
4.1.1供应商的议价能力 ....................................................................................................................... 15 4.1.2购买者的议价能力 ....................................................................................................................... 15
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江苏大学本科毕业论文
4.1.3新进入者的威胁 ........................................................................................................................... 15 4.1.4替代品的威胁 ............................................................................................................................... 16 4.1.5同业竞争者的竞争程度 ............................................................................................................... 16 4.2美团的SWOT分析 ................................................................................................................................. 16
4.2.1美团的优势（S） ......................................................................................................................... 17 4.2.2美团的劣势（W） ....................................................................................................................... 17 4.2.3美团的机会（O） ........................................................................................................................ 17 4.2.4美团的威胁（T）......................................................................................................................... 18
第五章 美团网的发展策略 ................................................................................................................... 19
5.1做好营销策略促进销量增长 .................................................................................................................. 20 5.2 完善服务增加竞争力 ............................................................................................................................. 21
5.2.1售后服务 ....................................................................................................................................... 21 5.2.2物流服务 ....................................................................................................................................... 21 5.3引入担保机制 .......................................................................................................................................... 22 5.4加强对商家管理，提高商家服务质量和诚信度 .................................................................................. 22 5.5通过并购及合作保持领先 ...................................................................................................................... 22
结束语 ................................................................................................................................................................ 23 致 谢 ................................................................................................................................................................ 24 参考文献 .......................................................................................................................................................... 25 附录 ..................................................................................................................................................................... 27
附录A：2011年2月日均覆盖人数团购网站排名 ................................................................................... 27 附录B：网络团购的消费者了解每天团购信息的渠道............................................................................. 28
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