Group Buying Online Company-Groupon China Market Strategy Optimization Studies

The paper researches the Groupon, which is the fonder of the internet group buying, through using the market cycle theory to analyze the internet group buying macroeconomic environment, to anylays their series of strategic, and point out the reasons of Groupon China market expansion failure:ignore the brand building, wrong choices of strategic partner s, unreasonable configuration management team, the error set product promotion way, as well as ignore cost control.After gained the Groupon China market failure reasons, the papar use the corporate strategic objectives management model, five forces model, SWOT analysis tools, as well as the theory of the market cycle draw the Groupon China possible strategy optimization measures. In the operating model and product setting, investigating the trend of European and American markets, emerging internet group buying should differentiate between traditional B2C internet model. Groupon should focus on traditional products and services, and020(Online to Online) mode is the choice. At the same time, Groupon’s product setting must pay the high value differentiation and re-buliding branding; abonut resource integration, macroeconomic environment combined with the internet group buying conditions, demonstrate the necessity and inevitability on Groupon China merged with the local companies F Group Company. And pointing out that emphasising the integration of the marketing team is the only way on the success of the merger. Finally, the paper summarized the characteristics of internet group buying should depend on normal market sales, and looking forward, if the development of the internet group buying could combine with the local products and services, Groupon China will be able to create a new model of the development of the Internet.