网络团购市场营销策略发展研究.doc

摘要 网络团购是近年来最有潜力的商业模式之一。从诞生至今，这种新的网络销售模式已经创造了巨大的商业价值。团购网站兴起于美国，是一种新兴的电子商务网站。网络团购运用团购的一般原理，在互联网上开展团购信息服务，使得团购网站行业发展迅速。目前，团购网站成为一种主流的网络购物模式，赢得了消费者和商户的青睐，因此研究团购网站具有重要意义。 本文对我国的团购网站的发展和现状做概括性的介绍，对我国团购网站的内涵、相关理论和市场环境做简要分析。本文通过文献统计和归纳、对比分析法、实证调研法等研究方法，对网络团购的发展环境和目标市场营销策略、产品策略等营销策略进行分析，得出部分团购网站采取市场全面化战略本文紧跟网络团购发展新动向，结合电子商务的发展做到信息资料真实，反映了客观规律，在回顾网络团购发展的同时，也对以往的研究做了补充，希望本文能对我国网络团购的发展起到一定的借鉴和推动作用。 关键词：网络团购；用户黏性；营销策略；口碑营销；服务策略 Abstract Internet Group-buy has become one of the most patentable business paten in current days. Ever since it is born, this kind of electronically commercial business paten creates significant economic value. Internet Group purchasing comes from America. Indeed, it is a new kind of e-commerce. The general theory of Group purchasing is also applicable in Internet Group purchasing which can expand its information service of Group purchasing. So the Internet Group purchasing grows rapidly. Nowadays Group buying who was welcomed both in consumers and corporation has been the most popular purchasing paten. Then it is meaningful to investigate in Internet Group purchasing. This article introduces a simple and main description of the phenomenon and development of the Internet Group purchasing in our country. Also it makes a brief analysis in the business paten, characteristic, marketing paten of the Internet Group purchasing. This article analyzes the brief environment and makes an introduction of external environment and internal conditions of some websites, for example, , and . It is concluded that Internet Group purchasing has common characters as well as different objects compared with other industries for its consumers is merchant and users. In this article, a brief introduction of production strategy, price strategy, channel strategy, promote strategy are made. Virtual community, channel model is raised to describe the principle of Internet Group purchasing. In order to make a real and rapid research on group buying and reflect the objectively principl