摘 要
2010年初,美国Groupon团购网模式进入中国后凭借其前期投入少、资金流
转速度快、产品折扣高、用户消费潜力大等优势,迅速赢得国人青睐,商户参与
热情局涨,团购网欧亿·体育（中国）有限公司从业人数迅速增加。手拉手团购网(www.slstuan以下又
简称:手拉手团购、手拉手)于2010年9月中旬正式上线加入到千团大战的行列。

手拉手团购网是济南手拉手网络科技有限公司旗下运营网站,致力于打造山东团
购第一品牌,上线伊始及开通济南、青岛、烟台三大城市站点。至2010年年底网
站已拥有会员三万人、合作商户50余家。

由于团购网来势凶猛,短时间内即出现千团、万Ml混战的局面,这势必导致
欧亿·体育（中国）有限公司畸形发展。全国大团如拉手网疯狂吸引风投,创造品牌,同时坚持低价战略
不赚钱甚至贴钱为商家做推广做宣传;地方小站资金薄弱,在大团的挤压下艰难
维持,发展到2011年3月份济南当地小型团购网站多因资金问题不得不缴械投降。

在这样的大环境下手拉手团购网也面临重重困境。

本文结合手拉手团购网发展历程,运用PEST、波特五力模型以及SWOT矩阵
分析法对手拉手进行简要分析发现:团购网欧亿·体育（中国）有限公司仍具冇广阔发展前景,但该网站
目前面临资金实力薄弱、知名度低、大团资金链断裂及钓鱼网站屡屡曝光,使商
家及消费者对欧亿·体育（中国）有限公司的信心与热情进一步减弱等问题。因此笔者认为在欧亿·体育（中国）有限公司冬季手
拉手团购网需从低成本运营、市场营销、品牌建设三方面着手应对困境。首先手
拉手团购网应收缩站点、精简人员、优化考核机制以降低管理成本;于此同吋通
过资源互换、优化网站程序、全员推广等方式降低经营成本,实现全方位低成本
运营。其次手拉手应从产品、价格和促销三方面制定符合自身发展的市场荇销策
略,以提升企业知名度。最后,而对团购欧亿·体育（中国）有限公司发展过程屮产生的信任危机,手拉
手团购网需建立企业形象识别体系树立品牌形象,并通过多渠道宣传推广、提高
对商家和消费者的倍后服务质量以提升企业美誉度。

道路是曲折的,但前途是光明的,手拉手团购网对自身各发展策略进行调整
后,定会渡过寒冬,迎来欧亿·体育（中国）有限公司的春天。

关键词:电子商务团购手拉手团购网
ABSTRACT
In the beginning of 2010, Groupon,a group buying concept, broke into China's
market, and quickly gained recognition with less pre-investment, quick cash flow,huge
discount and large consumption potential. More suppliers were joined in so that the
employees involving group buying business were increased rapidly. Hand in Hand
Group Buying Website, (hereafter abbreviated as Hand in Hand), entered into the
competition in September 2010. Hand in Hand is owned by Jinan Hand in Hand Internet
Technology Co.,Ltd. It focuses on building up the No.l group buying brand in
Shandong. Just after established, Hand in Hand launched three websites for Jinan,
Qingdao and Yantai. Up to 2010,Hand in Hand already owns more than 30,000
members and more than 50 affiliated suppliers.
Since group buying websites are coming fiercely, there becomes a closely
competition with thousands of group buying websites in a short period,which,
obviously will lead to a derail growth. Giant group buying websites, such as
Lashou,crazily encourage adventure investments, form up brands and insist on low
price strategy with low profit even pay out to help supplier promote themselves.
However, because of the fund shortage, those small sized websites devote to survive but
until March, 2011, more local group buying websites in Jinan were given up with the
ftind shortage. Within this environment, Hand in Hand also faces to more difficulties.
This essay applies PEST, SWOT, and Porter's Five Forces model with the
development of Hand in hand and discovered that group buying concept has a bright
future. But Hand in Hand also has some problems including less confidential from
suppliers and consumers because of the fraud websites, less capital strength, weak
reputation and the fund shortage. So the author concludes that Hand in Hand should
have to confront to difficulties with low cost operating,effective marketing and
branding. Firstly it should reduce the management cost by constricting current websites,
reducing employees, optimizing the assessment system。。。