《中国网络团购调查告》(全文).docVIP

2010年中国网络团购调查报告 （目 录） 一、调查概况··········································4 （一）调查背景···················································4 （二）调查目的···················································5 （三）调查对象···················································5 （四）调查内容···················································5 （五）调查方法···················································5 （六）报告鸣谢···················································5 二、行业大事记·······································6 三、行业现状·········································8 （一）兴起背景···················································8 1、Groupon发展史 8 2、Groupon模式分析 10 （1）客户 10 （2）产品 10 （3）营销 11 （4）盈利 11 （二）中国团购市场发展现状调查数据······························12 1、企业规模 12 2、城市分布 13 3、服务领域 14 4、交易规模 16 5、网站流量 16 6、人员规模 17 7、用户关注 18 8、投融资状况 19 （三）团购行业存在的十大隐忧····································21 1、隐忧一：知名网站遭克隆，用户被钓鱼 21 2、隐忧二：商品与实际不符，用户受欺骗 21 3、隐忧三：哄抬团购量，造成热抢假象 22 4、隐忧四：在线支付缺乏担保机制，资金安全无保 22 5、隐忧五：集中爆发的人流量超出商户承受范围，体验度也打折 22 6、隐忧六：团购企业与商户合作意向不统一，用户消费被歧视 23 7、隐忧七：团购企业诚信难测，售后服务无保障 23 8、隐忧八：用户非理性购物冲动易产生“团奴群体”现象 23 9、隐忧九：团购缺乏行业标准体系，维权机制尚无 23 10、隐忧十：团购用户黏度低，盈利前景迷茫 24 四、模式分析··········································25 （一）国内三类主要平台模式分析··································25 1、生活服务信息类团购模式 25 2、特定产品类团购模式 25 3、导航类团购模式 26 （二）盈利模式分析··············································27 1、商品代售 27 2、交易佣金 27 3、会员制度 27 4、商户服务费 27 5、广告费 27 6、加盟授权 27 五、团购行业十大发展趋势·····························28 （一）团购地方区域性特征愈发显现··········································28 （二）团购乱象丛生，行业倒闭并购潮被掀起··································28 （三）专业性强的垂直类团购网站异军突起····································28 （四）团购拓宽目标用户，使非主流成主流····································28 （五）团购愈来愈被风投主们所重视··········································29 （六）团购激发“消费者主权时代”，C2B电子商务成主流························29 （七）移动互联网成团购发展新阵地··········································29 （八）团购将成为分类信息网、社区、电子商务网站的标配······················30 （九）团购与电子商务、SNS、分类信息网相融合借鉴成趋势·····················30 （十）团购将成领衔当地用户消费的“风向标”·······················