Jinan Juhui.com's Competitive Strategy Study

As the importance of internet economy in national economy increases and financial crisis around the world, more and more costumers enjoy shoping in internet for discount in order to reduce the cost. Internet disount and group purchase have been growing in market competition, which promotes portal's competition and leads the whole portal's development in innovation. In the internet discount and group purchase market of Jinan, the predominance of Koubei.com and Dianping.com is obvious after constant innovation, so the rigorous competition lies in Mocook.com, Juhui.com and 7tuangou.com and so on. Every portal adjusts its own competitive strategy constantly in order to make advantage in the market.The dissertation conducts a case study on Juhui.com, gives a system analysis on Juhui.com's internal and external environment through applying theories and tools of strategic management. Considering the need for new competition situation, the dissertation also formulates new ideas of competition strategy for Juhui.com after studying the competition situation it faces.First, the dissertation explains the dissertation's background, research method, goal and significance. Second, it introduces the related theories of strategic management and competitive strategies of internet, which founds a theoretical basis for the dissertation. Then the dissertation uses the method of PEST to analyze the macro environment in the Chinese internet market and the five forces model to analyze industry environment of Juhui.com, which makes the situation of Juhui.com clear and finds out opportunities and threats for development By analyzing the internal conditions and value chain of Juhui.com, it represents a picture about the core competitiveness and the weakness as well as the strength of Juhui.com, and which is the foundation for Juhui.com to choose the competitive strategy. The dissertation uses the tool of SWOT analytical method to study the pattern of Juhui.com's competitive strategy and evaluate the situation at present. On the basic, it puts forward new ideas for competition in the future. Finally, the dissertation draws a conclusion and formulates unsolved problems about the dissertation.