百度糯米网的O2O营销策论探析.docVIP

PAGE PAGE 1 摘 要 网络团购营销做为一种新兴的营销模式，以其价格优惠，形式灵活，方式便捷，推广成本等特点为广大商家和用户所接受。特别是近提来快速发展，成为现代购物的一种主流。为此也产生了如百度糯米、美团等团购网络，他们不断创新推广方式，掀趣了一次次的网络团购热潮。但就网络团购发展来看，我国起步相对比较晚，各方面制度规范还很不完善，因些而产生的问题经常发生。就团购网站自身的营销策略而言，虽然各有特色，但也存在不少的缺陷，还有许多发展和创新的空间。本文以百度糯米网为例，在介绍其营销现状的基础上，对其营销方面存在的问题进行了研究，并提出了部分建议。 关键词：百度糯米网；网络营销；营销策略；措施 PAGE PAGE 1 ABSTRACT Online group buying marketing as a new marketing model, with its price concessions, flexible form, convenient, and the cost of the promotion of the general business and users to accept. Especially the rapid development in recent years, becoming a mainstream of modern shopping. To this end also produced such as Baidu Nuomi, the United States and other groups buy network, they continue to innovate and promote the way, lift the interest of a network of online buying craze. But on the network group buying development, China started relatively late, all aspects of the system is not perfect, because some of the problems often happen. Buy site their own marketing strategy, although each has its own characteristics, but there are still a lot of defects, there is a lot of space for development and innovation. In this paper, Baidu Nuomi network as an example, on the basis of the introduction of the status quo of its marketing, the problems of its marketing research, and put forward some suggestions. Key words: Baidu Nuomi network; network marketing; marketing strategy; measures 目 录 TOC \o 1-3 \h \u 9465 一、概述 1 24707 （一）网络营销 1 11444 （二）团购网站 2 16354 （三）O2O营销模式 2 643 二、百度糯米O2O营销策略 3 23508 （一）用大数据造节 3 （二） 11837 创新产品 3 2488 （三）完善的各方的满意策略 4 3873 （四）“会员+”机制 5 29288 （五）“糯米+”生态战略 6 16831 （六）建立了高效的传播途径 6 20455 三、美团网营销策略分析 7 9532 （一）品牌优势明显 7 26383 （二）坚持服务首位 7 11277 （三）资金力量雄厚 7 （四） 3552 以价格制胜 8 9585 （五）以服务类产品为主 8 31059 四、百度糯米020营销存在的问题及对策 8 30939 (一）百度糯米020营销存在的问题 8 26601 1．客户虽数量多但而质量还存在不足 8 29758 2.服务特色