The Research On Status And Optimization Strategy Of Advertising Communication Of Chinese Group-buying Website

The success of Groupon aroused Chinese market’s enthusiasm toward togroup-buying website. However, the intensive competitions forced everygroup-buying website join in the advertisement campaign. Unfortunately, the vastcapital investment just earned funds dilemma instead of expected advertising effects.Now, the development of online group-buying industry is facing the winter season.The issues that the scholars and business men have to concern now are, first of all, thecurrent advertising communication situation of group-buying websites, and asustainable development way to optimize its promotion strategy.The research showed that although the advertisement campaign promoted thedevelopment of online group-buying in China, its result was unsatisfactory. Forinstance, the advertisement’s information transfer function was not fully realized.Also customers were neither sticking nor loyal to the brands. Furthermore, theadvertising conversion rate was very low. The reasons leading these results werevarious. First of all, the group-buying websites inadequately noticed who their exacttarget audiences were during the process of their propagandas. Secondly, theiradvertisements were lack of creativity and interaction with their customers. Thirdly,their advertising processes were lack of planning. Therefore, in order to improve theeffect of advertising communication, they have to optimize their advertisingcommunication strategy first.The purpose of advertising is to persuade the target audiences. To conduct asuccessful advertising campaign, you should first know who your exact advertisementaudiences are. Then you should understand their demands, behaviors and the mediachannels that they trust the most. Using the above information as your references isvery important.Creativity is the soul of advertisement. After analyzed your target audiences, youshould start creating new ideas and optimizing your advertising strategy: one of themethods is to find unique advertising appeal points by connecting your products andservices with your consumers’ demand. The appeal points include the lower price,unique quality of services, brand personality, suitable life styles, and so forth; anotherway is to adopt a more innovative, interactive and experiential advertising form, suchas hiring appropriate spokesperson, using more recessive, interactive advertising forms, enhancing the effect of advertising experience, and so forth.Good ideas and information can only express to the target audiences through aright form of advertisement. To improve the propagation effect, the group-buyingwebsites should also know the importance of optimizing the promotion strategies.To achieve that goal, they can use network media to transmit their commodityinformation, use social media to advertise their reputation, use traditional media tospread their brand image, and use mobile media to advertising accurately. To maketheir advertisements more efficient and powerful, they can use media mix strategywhich is a way to avoid advertising cluster through establishing a reasonably schedule.By doing so, they can transmit the information to their consumers more effectively.