我国网络团购业市场结构和竞争行为分析-analysis of market structure and competitive behavior of chinas online group buying industry.docxVIP

PAGE PAGE 4 relationship, it is to decide the price of the market form, to decide the competitive nature of industrial organization of the basic factors. In the study of market structure, this paper selects out of market concentration, differentiation and enter exit barriers three indicators, including market concentration is mainly use industry concentration and Hector fanta er - Hector seaman index two indicators measuring. From the results obtained in this paper to see, to see Chinas network group purchase industry market structure has the following features: 1．From 2010 to December 2012, Chinas network group purchase industry industry concentration and Hector fanta er - Hector seaman index although with larger fluctuation, but keep high level, from the index see, Chinas network group purchase industry belongs to high oligopoly type industry, but with B2C, development of a mature e-commerce mode to compare, its concentration and gap. 2．Through to our country network group purchase industry service area, scope of business and after-sales service differentiation comparison that although our countrys group-buying station have begun to recognize the role of differentiation, and began to gradually attention to differentiation direction, but at present our country network group purchase industry products and services of the homogenization is still very serious, competition is intense. 3．Into the exit barriers, through to our country network group purchase industry nearly three years of website birth number and the number of failure analysis, we found that by 2010, the number was born website per month was born 239 down to June 2012 a month just was born and home, the average number of closed website monthly collapse and home to June 2012 a month failed 201, Chinas network group purchase industry that the barriers to entry and exit are very low, but with the development of the industry gradually mature, enter exit barriers has been formed, and the trend of more and m