China's New Network To Buy The Site 2.0 Communication Strategy

Group buying on the Web is an e-commerce model which based on B2C. It is loved by net user because it can change the situation of Information's not equivalent in the transaction process, and made consumers get the price discounts. This convenient way of shopping has developed rapidly in China from 2002.With the development of Web2.0 and e-commerce, the pattern of group-buying has changed gradually. The website creation of Groupon.com in United States, announced the birth of group-buying 2.0. It is different from previous model, group-buying 2.0 has its own unique characters, which made it quickly populated on United States and international market.In the background of large number of Internet users, online shopping habits gradually formed and the low level of domestic consumption structure, ground-buying can provide low price discount and latest consumer information for consumers, so group-buying has a huge potential consumer market.2010 in China, from less to more, group-buying 2.0 has experienced crazy expansion period, it through a situation of "Hundreds of war" and "thousands of war". However, is different from abroad rapid profitability and success, it encountered bottleneck of the development process in China, and hindering the normal development.This paper tries to illustrate the traditional group-buying and group-buying 2.0, and made them on the base to analysis current development situation, leads the main problems arising in domestic market. In the Theory of Communication, this paper is looks group-buying 2.0 website as a new media and analysis group-buying 2.0 through communicate paths, communicate objects and communicate effects three aspects. The relevant data and example is aimed at finding the most important factors which decided group-buying 2.0 developments as well as find a way to promote their development. Then state how to help our country's group-buying2.0 enterprises achieve effective communication by market positioning, market segmentation, database marketing and other communication strategy. Finally, this paper has a conclusion that is in order to obtain long-term development, group-buying website must be out of the homogenization, build own brands and enhance the core competition through the brand integrated marketing communication.