工商管理专业毕业论文--网络团购市场营销策略发展研究2.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,对相关理论包括团购网站的内涵、用户黏性和口碑营销做简要分析。本文采用了文献统计和归纳、对比分析法、实证调研法等研究方法。通过对部分典型团购网站目标市场营销策略的研究,进而分析其产品策略、价格策略、渠道策略和促销策略。在市场营销学的一般理论方法的指导下,得出了一些结论。本文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
The research on developing marketing strategy of Group-Purchasing

ABSTRACT
Group-buy has e one of the most patentable business paten in current days. Ever since it is born, this kind of mercial business paten creates significant economic value. Group es from America. Indeed, it is a new kind of merce. The general theory of Group purchasing is also applicable in Group purchasing which can expand its information service of Group purchasing. So the Group purchasing grows rapidly. Nowadays Group buying who was ed both in consumers and corporation has been the most popular purchasing paten. Then it is meaningful to investigate in Group purchasing.
This article introduces a simple and main description of the phenomenon and development of the Group purchasing in our country. Also it makes a brief analysis in related theory including the meaning of IGP, User stickiness, word-of-mouth marketing. Many method were used in this article, for example method paring, method of investigating, and so on. The article first analyzed the target marketing strategy of some typical websites. Then it analyzed their production strategy, price strategy, channel strategy and promotion strategy. Under the direction of marketing theory and method, some conclusions were made. In order to make a real and rapid research on group buying and reflect the objectively principle, this pare the development of purchasing and merce. In addition to making new findings, this article makes a reviews plement. At the same time, I sincerely hope to serve as a reference