| With the fast internet growing in China,internet related products and services have been penetrating into the government,firms and individuals’ daily routines.In the past ten years,mobile users grow rapidly and meanwhile mobile internet development enjoyed a fast growing process.But behind the internet fast development in China,competitions among this industry showed strong,fast characteristics,very closely linked to customers,innovative business mode,etc.And those characteristics brought new challenges compared with ancient industries.With the trend of internet circle,combining online and offline,the number of internet companies and services they cover will be upgraded to the next level.Under this condition mobile internet companies must know how to use competitive interaction to push Chinese mobile internet company forward.Group-buying industry represented well the process of an industry growing from fresh to mature,and the actions group-buying companies took are quite representative in usual mobile internet companies.The research methods in this article are material collection,induction,structured content analysis.Based on academic materials and related industry news,articles online and offline,companies actions are being categorized into 15 kinds.Based on resource based theory and institutional theory,actions were recognized as market/non-market actions and in terms of characteristics,actions are recognized as tactic/strategic actions,obvious/hidden actions,creative/follow actions.By collection info online,magazines and industry reports,dealing with the info and coding info into data,and analyze.Research found that in internet mobile industry,market actions proportions largely,but in non-market area,discipline establishment action is worth more noticing.Firms’ attacks are not necessarily having responses.In early stage of the development,it’s vital to balance funding action with bragging,advertising and price cutting actions.With the industry developing further,other characteristics show the changing tendency.Responses tend to be more strategic and follow actions.In mobile internet industry,as long as companies are actively taking actions,it doesn’t matter those actions are creative or not,actions’ intensity matters more.Companies are more likely to take obvious actions and obvious non-market actions are likely to have hidden responses compared with market actions.There are some insufficient aspects,but this case study can be a exploring study of competition interaction in the area of mobile internet firms,and offering practical suggestions to mobile internet firms on how they attack and respond. |
