Network Group Purchase Influencing Factors Analysis And Profit Mode Research

Network group purchase refers to a certain number of consumers through the Internet channelorganized into regiments, to value discount on the purchase of the same kind of goods, theinternational commonly known as B2T (business to team), it is a new another emerging electroniccommerce pattern after B2B, B2C, C2C. Network group purchase changed the appearance of theconsumers and businessmen game in the inferior status, enhance consumers’ bargaining ability, soit is the favorite of consumers. Network group purchase as a rapid development of the electroniccommerce pattern, has spawned a large number of network group purchase website, also attract alarge number of Vc firm to participate in. This thriving scene, on one hand the network grouppurchase shows the great value for consumers, as well as consumers acceptance of the newconsumption pattern. On the other hand, also group purchase market development faces greatchallenge. As the group purchase website rise, our country had formed the group purchaseindustry "1000regiments", but the vast majority of group purchase sites have large losses. Thiscaused a lot of many domestic and foreign scholars pay attention to it, especially for the grouppurchase profit model. This article through to the domestic and foreign scholars on the grouppurchase research foundation, draw lessons from the research achievement, analysis of grouppurchase of foreign successful experience, and to suit our group purchase website developmentcompany profit pattern.In practical research, this paper has done the following work: the first, reviews the networkgroup purchase theory research, summarizes the network group purchase characteristics and profitpattern classification; second, through the PEST and SWOT methods, analysis of the impact ofnetwork group purchase of macro and micro factors; third, on the basis of analyzes our countrygroup purchase website profit pattern and current situation, for its deficiency, put forward thecorresponding improvement measure. Finally, based on analysis of the three typical network grouppurchase case, study their respective profit mode and success factors and inadequate factors, and inthree case the profit model for comparative analysis.Through comparative analysis, according tothe PEST and SWOT methods and ti’s conclusion, reference and summarize the domestic and foreign group purchase website profit pattern’s foundation, proposed our country network grouppurchase profitable innovation mode.Finally, according to the conclusion, put forward seven development proposals for thenetwork group purchase:1to establish the effective association system and in view of the networkgroup purchase enterprises to establish access and exit mechanism to improve enterprisecompetitiveness.2enterprise group purchase site in the beginning of the establishment must haveclear market positioning and the establishment of enterprise’s operation mode.3to make networkgroup purchase form a fixed time of consumption and consumption habits.4the marketingdirection of network group purchase must be oriented to virtual community.5in the currentchanging and optimizing network environment the research focus for network group purchaseenterprises must to study network segments of the innovative niche marketing.6group purchaseenterprises should establish belongs to enterprise network reputation effect.7to establish theproduct pricing mechanism for network group purchase enterpriseAlong with the development of mobile Internet and networking’s popularization, the networkgroup purchase and will lead to a quantitative and qualitative leap.Hope through this study, cangive the group purchase operator or potential entrants some guidance, so that it can avoid some ofthe problems, in addition for the Internet group purchase enterprise analysis of the profit model,marketing model, to understand the operating mode、profits and profitability of group purchaseenterprises, will help enterprises to form its unique core competitiveness.