A Study Of Marketing Strategy Of Online Group Buying Secondary Trading Platform

With the theoretical basis of consumer behavior and marketing, this paper took some methods such as brainstorming, Delphi method, SWOT analysis and survey research and researched a subject, which was named as "marketing strategy of online group buying secondary trading platform".First, the macroeconomic environment of the platform was researched by mainly analyzing the policy environment, economic environment, social and technological environment. Findings showed that the overall market macroeconomic environment is relatively conducive to the development of the platform, policy and technological environment in which relatively more favorable. Then, according to Michael· Porter’s five forces competitive model, the paper studied buyers, suppliers, potential competitors, competitors and substitutes competitor and concluded that the bargaining power of buyers is relatively weak, and the suppliers, competitors and potential competitors, substitutes relatively strong bargaining power, would constitute a threat.Secondly, the platform was conducted an SWOT analysis and come to its strengths, weaknesses, opportunities and threats. Finally, according to the4P marketing theory, this paper did an analysis and research from four aspects of product, channel, promotion and pricing. As the particularity of the platform, channels are relatively simple part of the study, so the research focused mainly on the product, pricing and promotion. Product strategy included product design principles, product function modules, product interface and databases. Pricing strategy firstly focused on the profit model of the platform and found that there were two viable profit models including for individual customers and for business customers. Then, it elaborated four pricing principles. After that, pricing strategies from a development phase angle for early, middle and late were discussed. Promotion strategy section included design principles and promotion strategies. With the communication with market and customer as the focus, three principles of promotional activities were designed from the platform perspective of long-term development. Finally, promotion strategies such as advertising, public relations activities, markdowns, service support, the communication mechanisms and long-term marketing strategy were studied.