A Study On Group Buying Of Network Marketing Age

Nowadays,"group buying" is very active in various media and it can be found everywhere in our daily life. At the same time, the quantity of Groupon develops continually at an incredible speed, which, as a result, forms a "Hundred Regiments Offensive" situation. After nearly two years of development, though numerous, but generally speaking, the quality of Groupon is universally lower, which prominently displays in poor innovation and regulation.The customers who participate in "group buying" these days are different from those of earlier years’, because they not only purse the lower price, but also enjoy the group interaction and the sense of belonging etc. For these reasons, they choose "group buying". However, most businesses didn’t fully aware of this, so although the majority websites choose the use of advertising to expand the publicity and improve competitiveness, but the performance of advertising, whether in its originality, planning or its publishing and content, exists the problems of highly similarity and homogeneity.This research focuses on the phenomenon of "group buying" and the participators’ characteristics of psychology and behavior, as well as the problems of homogeneity in advertising. Using content analysis method to analyze the relevant "group buying" phenomenon, and integrating the participators’features of psychology and behavior to dissect the similarity problems in advertising. Then, based on these, the related strategies and measures are put forward.