The Research On The Business Model Of Group Buying Website

With the rapid development of internet technology, group-buying is gradually known by people, becoming one of the local life’s essential ways of consumption, meanwhile group buying website has also become a hot application. Research on the emergence and development of the group buying website finds that, the group buying website into China has experienced the market rise, development, outbreak, intense competition and the growth period, during which deep plowing life services to double the size. Facing serious problems such as fast changing market environment and business model homogenization etc, how to develop healthily is the question group buying website is actively exploring nowadays.In theoretical research, some scholars began to study group buying and group buying website, but the contents mostly concentrated in empirical studies on group buying website’s continued use willingness and consumer behavior etc, the number of studies on group buying website’s business model, and no in-depth ones. Under this theoretical and practical background, this article focus on the business model of group buying website, not only to deepen the research on group buying website, but also providing a great significance for giving a solution to the single solving mode and poor profitability problems of group buying website in current situation, as well as achieving sustained competitive advantage.This research on study group buying website from the perspective of the business model. Through theoretical study, reviewing the relative studies of domestic and foreign scholars on group buying website and business model, giving a definition to the concept of goup buying website’s business model. Starting from the nature of business model, value creation logic, and based on Osterwalder researchers’ s nine elements business model, build the framework of group buying website’s business model, including customer value proposition, value network, profit model and core resources four elements, meanwhile conducting an in-depth analysis of group buying website’s business model. Currently group buying website’s business model types in existing in this industry including consumer proxy group buying model, consumer autonomous group buying model, corporate agent group buying model, corporate independent buy mode, conducting a component analysis of these four types of business models. On the basis of analysis of group buying website’s business model, putting forward to study it’s innovation through the customer value proposition, value network, the profit model dimensions, and discussing the main ways to innovation, proposing innovative business agent group buying model and business autonomous goup buying model two new business models. so as to explore group buying website transformation between one another and their changing conditions from the business model structure, organizational structure and business processes, three aspects. Finally, using a typical case of Baidu Nuomi group buying website, to analyze and demonstrate its the business model’s constitution, turns out problems exists in its business model. Substantive suggestions are given based on the innovative approach of this study. By studing the group buying website’s business model, providing a new approach to analyze group buying website. which giving a reference for future research, as well as a guidance for group buying website’s rapid and healthy development.