工商管理专业毕业论文--团购网站营销策略研究.docVIP

摘 要 从我国的第一家团购网站——美团网引进了Groupon模式之后，短短的一年时间内，我国的团购网站模仿Groupon模式，出现了井喷式的发展。从整体上看，目前我国的团购小网站铺路已基本完成，接下来就是如何完善这部分市场。网络团购营销就像是网络营销领域的再一次春天，但是是否存在反春的可能性还有待商榷。 课题以团购营销网站中的XXX团购网站为背景，结合网络营销和团购营销的特点，以及这个新兴的行业情况，通过对XXX的环境分析、现状分析、营销策略分析、商家和消费者心理分析，指出经营中存在的问题并分析存在的原因。最后以4P理论和相关的网络营销理论为指导，辅以STP理论，消费者需求理论、SN营销理论、口碑营销理论等，针对XXX的网络团购营销发展，从产品、促销、渠道、价格策略方面提出改进建议，为网站的持续发展提出实际可用的发展策略。同时希望XXX脱离Groupon盈利模式的笼罩，走出属于自己特有的团购模式，使得网站有更强的竞争优势。 关键词：网络营销；团购营销；XXX ABSTRACT From the first time that the first Groupon network—Meituan network introduction of “Groupon” mode, within a short period of one year, China Groupon networks imitation “Groupon” mode have a development of spurt. On the whole, the small web site of “Groupon” in China has been completed to pave the way. The next step is how to improve this part of the market. Groupon marketing is like internet marketing, another spring. However, the possibility of the existence of anti-spring also open to question, issue to XXX network site in the context of “Groupon” website. Combination of the characteristics of network marketing and Groupon marketing, and the situation in this emerging industry, we have an environmental analysis, situation analysis, marketing analysis, business analysis and consumer psychology, then pointed out that the management problems and to analyze the reasons for the existence. Finally, as a guide of the 4P marketing theory and related network theory, be supplemented of STP theory, consumer demand theory, SN marketing theory, word of mouth marketing theory, etc. For the development of XXX network, from product, promotion, channels, pricing strategy, make recommendations have an improvement that the continued development of the site development strategy proposed by the actual available. Also hope that XXX network can out of the Groupon’s shadow of profit model, and have the unique patterns of it own, then makes the site have a stronger competitive advantage. Key words: Internet marketing;Groupon marketing;XXX network 目