????反對每日優(yōu)惠團(tuán)購服務(wù)的聲音愈演愈烈。本周新發(fā)表支持的一項學(xué)術(shù)研究顯示，使用過類似服務(wù)后，近一半的商家都表示不會再使用第二次。

????美國萊斯大學(xué)(Rice University)管理學(xué)教授烏特帕?多拉基亞開展的這項調(diào)查發(fā)現(xiàn)，近80% 使用優(yōu)惠券的都是新顧客，其中僅20% 會變轉(zhuǎn)變?yōu)榛仡^客。提供折扣的網(wǎng)站不乏包括團(tuán)購網(wǎng)站Groupon、LivingSocia（美國第二大團(tuán)購網(wǎng)站——譯注） 和餐飲預(yù)定網(wǎng)站OpenTable。其他公司，如谷歌（Google）等，也瞄準(zhǔn)了這一市場。

????每日優(yōu)惠團(tuán)購服務(wù)的市場目的在于薄利多銷，用低價和折扣吸引顧客跨進(jìn)消費(fèi)的門檻。因為在理論上，顧客應(yīng)該會購買其它更多產(chǎn)品或再次光顧。但是多拉基亞教授發(fā)現(xiàn)僅36%的顧客會購買除了打折產(chǎn)品以外的產(chǎn)品和服務(wù)。更糟糕的是，購買全價產(chǎn)品的回頭客不足20%。

????該項研究與Groupon在本月上旬申請上市期間發(fā)布的數(shù)據(jù)基本吻合。競爭者蜂擁而至（其中不乏Facebook和亞馬遜（Amazon）等商業(yè)巨頭），加上越來越多的小型商家越來越意識到促銷并不會帶來新業(yè)務(wù)的顯著增長，導(dǎo)致團(tuán)購市場形勢日趨嚴(yán)峻。

????多拉基亞教授在報告中寫到：“未來幾年，團(tuán)購網(wǎng)站與商家的盈利分成將會降低；此外要找到愿意提供折扣的商家會變得更加困難，成本也會更高。”

????多拉基亞教授的調(diào)查共涉及324個商家，這些商家從2009年8月至2011年3月通過Groupon、LivingSocial、BuyWithMe （美國第三大團(tuán)購網(wǎng)站）OpenTable和旅游折扣網(wǎng)站TravelZoo等五家折扣網(wǎng)站提供了打折的產(chǎn)品和服務(wù)。

????The growing backlash against daily-deals services got some fresh support this week from an academic study finding that fewer than half of the companies that use such services once are unlikely to do so a second time.

????The study, by Utpal Dholakia, professor of management at Rice University, also found that nearly 80% of coupon users are first-timers, and only 20% of them become repeat customers of businesses offering deals through services like Groupon, LivingSocial and OpenTable (OPEN). Other companies like Google (GOOG) are actively eyeing the space.

????The whole idea behind these services is that they act as loss leaders, getting customers through the door to take advantage of a bargain. Theoretically, many customers will either spend beyond the deal offer or return for more business. But Dholakia found that just 36% of customers buy goods or services beyond what was offered in the deal. Worse, less than 20% return to the business for full-price purchases.

????The findings generally align with the data Groupon released earlier this month when it filed to go public. As competitors pile into the market – some of them huge, like Facebook and Amazon (AMZN) – the business will only get tougher, especially if perception grows among small companies that daily deals don't generate much new business.

????"Over the next few years," Dholakia wrote, "it is likely that daily deal sites will have to settle for lower shares of revenues from businesses compared to their current levels, and it will be harder and more expensive for them to find viable candidates to fill their pipelines of daily deals."

????Dholakia surveyed 324 businesses that offered deals from August 2009 to March 2011 from five coupon services: — Groupon, LivingSocial, OpenTable, BuyWithMe and TravelZoo.