Research on Online Group Buying' Business Model Based on Industry Chain

Abstract

With the aid of network media, online group buying enables consumers to form a group of bulk purchasing power. Thus, they can enhance their bargaining power and achieve the price preferential benefit and quality services. At present, online group buying in China is still in a relatively prosperous phase. Nowadays online group buying industry presents the hundred schools of thought contend. Combined with industry chain structure, this paper analyzes the different business models of online group buying and attempts to introduce the development strategies of online group buying in each business model.