ABSTRACT
E-commerce applied to traditional commercial areas directly fuel the advent of many new trade pattern.C2B, C2C, B2B, B2C，such new online transaction model has been extensively adopted by people, greatly facilitating the production and consumption process. More and more enterprises has started to consider the e-commerce as one of its most important strategy to enhance its core competence. Meanwhile, they play an active role in putting the modern Internet and IT into practice ,attempting to do business all through internet. On-line group buying ,combining the old “small profits but quick turnover” with popular online-trade system has been gradually stepped into our sight.
This paper first introduces the history ，business model ,condition and the bottleneck it may confront and apply a series of management theory to analyzing the external situation, market status and inner resource and capability. By using “five forces” model to analyze from every aspect of supply chain and anatomizing the inner condition of enterprise, it finds out opportunities and threats for further understanding and set up an operational strategy of the enterprise.
Regarding specific marketing positioning and concept, along with related industries’ level of development and the managerial tool ,the effective way of business, strategic development planning, the managerial means of supply chain are suggested. It bring forward the operational decisions solutions and measures based on the subjects of supply chain , customers, the collaborator, the company itself , competitor as well as outlook on target market.
KEYWORDS：E-commerce online， group buying, supply chain , business model
