Growth And Implications Of Social E-Commerce And Group Buying Daily Deal Sites: The Case Of Groupon And Livingsocial

Suzaan Hughes, C. Beukes
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引用次数: 45

Abstract

E-commerce has changed the nature of the value propositions that companies now offer to their customers. The convergence of content sites and social networks has resulted in emerging ecommerce business models. The group buying/local daily deals e-commerce platform represents the collective bargaining power that individuals can leverage to obtain daily deals on local products, services and “experiences”. These local discounted deals are distributed via e-mail and the websites of companies like Groupon and LivingSocial that have established themselves as the sector leaders. The convergence of traditional and electronic business models, as well as traditional and new business practices, are changing the face of global business as we know it. In this study, the authors critically reflect on the strategic management implications of the convergence of content, community and commerce in the form of social e-commerce and daily deal sites. The authors consider the implications of the rapid growth experienced by daily deal social group buying sites, in terms of strategy, and question its long-term value-creation. Future investors are urged to consider the long-term value-creation and not merely the short-term payoff of these sites. Merchants are urged to consider the practical implications of offering coupons on these sites for the day-to-day operation of their businesses.
社交电子商务和团购团购网站的增长及其影响:以Groupon和Livingsocial为例
电子商务已经改变了公司现在向客户提供的价值主张的本质。内容网站和社交网络的融合催生了新兴的电子商务商业模式。团购/本地团购电子商务平台代表了个人可以利用的集体议价能力,以获得本地产品、服务和“体验”的日常交易。这些本地折扣交易通过电子邮件和Groupon和LivingSocial等公司的网站进行分发,这些公司已经确立了自己在该领域的领导地位。传统商业模式和电子商业模式的融合,以及传统商业实践和新商业实践的融合,正在改变我们所知的全球商业的面貌。在这项研究中,作者批判性地反思了社交电子商务和日常交易网站形式的内容、社区和商业融合对战略管理的影响。作者从战略角度考虑了团购网站快速增长的影响,并对其长期价值创造提出了质疑。未来的投资者被敦促考虑这些网站的长期价值创造,而不仅仅是短期回报。商家被敦促考虑在这些网站上提供优惠券对他们日常业务运作的实际影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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