Analysis of Meituan Community Group Purchase Mode

Abstract

Community group buying is a new retail model that relies on the community and the social relationship of the head of the group to realize the circulation of fresh goods. Starting from the development and current situation of community group buying model, we analyze the business model, competitiveness and other aspects through literature research method and case study method, and mainly use SWOT analysis to analyze the strengths, weaknesses, opportunities and threats of Meituan youxuan at multiple levels. Compared with other companies of the same type, Meituan youxuan has advantages in talent strategy, core technology, and operation, and disadvantages in supply management and individual business competitiveness. However, due to the longer-term impact of the epidemic gradually changing the way consumers consume, this will become an opportunity for the industry. At the same time the tightening of relevant national policies emphasizes the need to bring the utility and benefits of users, suppliers and platforms into dynamic balance to further ensure the long-term optimistic development of the business. Meituan youxuan needs to build core competencies and form an efficient supply chain and logistics system for the industry barriers of fresh community group buying.

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