Study Of Marketing Strategy Of Network Group Buying

Nowadays, the real economy is in a depressed state while the online shopping on behalf of the network economy is able to maintain a rapid growth. China’s e-commerce is developing steadily. Compared with previous years, growth in the overall size of the e-commerce market fell back slightly, but it still kept an increase rate of27.9%, reaching8.1trillion Yuan. According to the authoritative estimates, the scale of China’s e-commerce investment will continue to grow in the coming years, and the e-commerce investment market will develop faster. With the development of e-commerce, a variety of emerging marketing model appear constantly, making the e-commerce develop faster. The emergence of new operation model Have a significant impact to the e-commerce and lead the e-commerce rose to a new level, such as the huge success of Taobao C2C mode, and Amazon’s B2C development.Since2010, a new online shopping model-network group buying appeared and developed rapidly in China. According to the China Electronic Commerce Research Center, by the end of December2012, the cumulative transaction size of the domestic network buy sales amounted to34.885billion Yuan, and the number of the group-buying web sites reached to6177in which2695sites were still operating, covering675towns."Do you group today?" became society buzzwords. The many benefits of Buying Online:The first is to improve the efficiency of consumer shopping; Second, consumers can enjoy more benefits; the third is to provide consumers with a platform of communication and interaction. Because of the obvious benefits, group-buying is quite popular. Before group-buying, many of us look for friends who have the same needs through a variety of channels to form a delegation to go bargain, but this is quite difficult because we are lack of information. The group-buying is difficult to carry out mainly because of the information is not smooth and resources are not open, but this is precisely the advantage of network group-buying. It combines the functionality of SNS, through this platform, consumers can communication and interaction well, and enhance understanding with each other, and then lay the foundation for future buying.This paper attempts to use marketing and management knowledge, analysis the advantages of network group purchase mode and the facing problems by analyzing industry competition situation and the combination of marketing strategy. Through the analysis of the problem, to summarize methods to solve the problems, to design a practical combination of marketing strategy, to let the network marketing model develop better. I will make the Lashou.com as example, to carry out and analyze some of the problems, hoping to provide basis for group-buying web sites such as Lashou.com to make marketing mix strategies that are effective and suitable for the situation of China. I hope The Buying Online businesses can build corporate buy marketing on their own core competencies, to stand out, to be unique, to provide good service, and to contribute one’s power to structure the harmonious society.