| In the 21 st century, with the progress of information technology and the development of the era, the Internet is more and more related to our daily life. From company and industry, the popularity of electronic commerce and the importance are more and more high, the network marketing is accepted and adopted by various industries companies as a new way of marketing gradually, it has a considerable impact on the previous traditional marketing methods, it was also produced deep influence on the company’s management concept and marketing methods. From consumer view, nowadays, many people are not only searching information, but also shopping, diet, entertainment, looking for a job, and many other aspects, all are dependent on the network much.At the same time, it is along with the popularity of the Internet, group-buying websites have sprung up in 2010 and is in the electronic commerce network shopping front zone. Network group purchase is emerging in the development of e-commerce and a kind of new marketing model. It is not only provides businesses with an efficient platform for the promotion by using network marketing the new mode, and it is at low cost, low price and low discount and efficient and convenient advantage, to meet the people using the Internet for consumption desire, group-buying becomes a kind of fashion and avant-garde way of consumption.This paper is standing at the height of strategic marketing, Meituan network company is as an example, basing on marketing related theory of market network, through the Meituan network of the company’s development present situation, the network marketing present situation and existing problems of analysis, putting forward the Meituan network capacity of the network marketing can effectively play the role of key decision which is established a long-term viable match the company’s strategy of network marketing strategy. In order to formulate effective Internet marketing strategy, in this article, first to analyze the company’s macro environment of Meituan network, micro environment and the advantages and disadvantages in detail, to understand the Meituan network the company network marketing environment, to provide foundation work for the establishment of network marketing strategy.From the point of macro environment, our country is developing rapidly in China’s Internet users, network software and hardware facilities and network technology, which provides Meituan network to carry out the network marketing with certain infrastructure and customer base. From the point of microcosmic environment, Meituan network company has implementation of network marketing: network marketing Meituan network companies can bring a strong competitive advantage.From analysis of the SWOT’s Meituan net, Meituan network company has the possibility of successful formulation and implementation of network marketing and potential ability; Then according to the geographical and product category of the network, Meituan market company has made the detailed subdivision segmentation variables, and choose target market, cleared Meituan net of the target market positioning, so as to complete Meituan net company target market strategy formulation process; At the end of the paper, the paper uses the theory of the 4P marketing combination Meituan network of the company’s internal and external environment, to established suitable to the long-term development of product strategy, price strategy, channel strategy and promotion strategy for Meituan network company.It has important guiding significance to develop the network marketing practice to guide the network marketing strategy formulation Meituan network company: to improve Meituan network company’s influence, core competitiveness and customer satisfaction, to increase sales income, lower marketing investment, to improve the enterprise business performance, to occupy more market share, group-buying industry is in the increasingly fierce competition and the rapid economic development in an impregnable position for the market. |
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