China's Network Group Purchase Enterprise Marketing Strategy Research

China’s Internet development is the imitation of the United States, network group buying is no exception. Since beginning of2010in the United States purchase Groupon in china pattern be successfully copied, the China mission Groupon mode share web site rapidly. One of the network in China’s rapid development and market share, the network in2010as a domestic one of the fastest growing e-commerce applications. According to the Chinese Electronic Commerce Research Center monitoring data shows that the domestic sales network in the cumulative size of the transaction up to$21,632billion at the end of December2011. Domestic born5877group buying website, but that agglomerate in being in motion and doing business at the same time buys website quantity when the reason is already maximal5188family fall off till3909of year end. Visible, although the industry has developed rapidly, but because of the industry into the threshold is too low, the core values of the homogenizzation of serious business marketing results can not be sustained amd a single marketing tools and other unfavorable factors, making the industry highly competitive,the industry is facing reshuffle.Faced with this situation, it is necessary to network marketing strategy for research and discussion in the Group buy market. Network group company as a research object in this article, first with the five-force model to analyze the current network group-marketing environment, resulting in the current network group-current situation and existing problems on the basis of an in-depth analysis, analyzed the situation and problems of network group-industry issues, and on this basis to propose targeted marketing mix strategy. The network group buying what be provided commodity having the characteristic, realization difference-rization.The network group buying enterprise price tactics ought to consider a lot of factors such as product elasticity, degree of consumer enquiry difficult to exchange, the fixed price method adopt price to discriminate against, finds self high grade customer, realizes maximal profit. Promote the sales of the characteristic that tactics asks to benefit a network individuation,create the purpose selling point, attracting the consumer "eyeball" coming to realize the aim of maketing. The maketing channel is the key realizing the increasing returns law, at present the email, search engines, pop-up ads, and Union channels such as the Web site there is a lack of, it is recommended that an increase in public relations management and the blog, and so on. From the point of view of theoretical and empirical, to conclude that the current network group-dynamics of the enterprise in the face of competition and consumer choice should be the development of reasonable combination of marketing strategies,can not only achieve the expansion of theenterprise market,and guarantee the realization of maximum profit, final results for enterprise development.