The Development Research Of The Dinning Group-buying Online

In March2010, the first Group-buy site was set up in China. Since then, thenumber of the site rise rapidly. Therefore the competition in the market constantlyupgrades. Most of the consumers prefer local consumption items, such as food andbeverage, beauty, and entertainment. Among all of this, food and beverage items arethe most popular. Sales of the item keep increasing, and so is the proportion in totalsales. However, there have been customer discrimination, and bad service and dishes.So the credit of the items and the enterprises that provided the food and service hasdecreased significantly. How to maintain long-term advantages for food andbeverage group-buying in the fierce competition has gained much attention.More and more scholars and entrepreneurs have recognized that customers shouldbe the focus of a market in which competition is more and more fierce. This studyagrees with the perspective of the majority scholars. Competitiveness comes fromcustomers; the value that the business creates for customers determines theenterprise’s market position. On this basis and according to the current status of thefood and beverage group-buying, how the performance is gained is analyzed. Then,how to cultivate the advantage of the catering grouping-buying is also discussed.To make sure the principle and the practice is matched; theoretical deductionresearch method is used in this paper to study the upgrade of the competitiveness ofthe dinning grouping-buying. In the introduction, research on customer value andcompetitiveness of enterprises are concluded and criticized. The paper insisted thatcompetitiveness of enterprises is not determined by the enterprise itself or theexternal environment but the interaction of the two factors. Then, the process ofcatering group-buying was analyzed as well as the customer value it created anddelivered. With all the research and theory above, the competitive model of customervalue in catering group-buying is built. After that, Meituan is chosen to verify theprevious model and a lot of valuable conclusion is gained. Finally, the strategicguidance to enhance the market advantage is proposed. This research is only thesmall beginning in the research of dinning group-buying, and more valuable research is expected in the future.