Research On Promotion Of Service Group-buying Enterprise Marketing Competitiveness Based On UGC

In 2008, online group-buying enterprise--Groupon has been a huge success in the United States, then its business model quickly spread on around the world. In 2014, the domestic group-buying transaction has amounted to $ 77.6 billion RMB, compared to 42 billion increased over last year, a growth rate of 118%, extremely rapid development. Faced with the high-growth e-commerce model, for consumers, this model not only enhance the initiative and bargaining power to buy, but also reduce costs and risks of their transaction and received a high-quality, affordable products and services; for group-buying enterprise, this model improved its own popularity, visibility, expanded market share. With the inter-industry competition increasing, group-buying enterprise hope to rely on user-generated content word of mouth to market, so group-buying enterprise need to understand how to extract related information from user-generated content, how well word of mouth of UGC recommendation is on group-buying enterprise marketing competitiveness, how to develop better their marketing strategies of group-buying enterprise based on factors group-buying enterprise marketing competitiveness. Therefore, the analysis on marketing competitiveness of the service group-buying enterprise based on UGC(user generated content) has an important significance.Based on the inscape of marketing competitiveness, the article selected customers visits as a measure of service group-buying enterprise competitiveness combined service group-buying enterprise own characteristics; at home and abroad to the outcome of marketing competitiveness of group-buying enterprise, based on the characteristics and status of the domestic service group-buying, combined with the UGC, service group-buying enterprise build service group-buying enterprise marketing competitive model assumptions from eight aspects: overall emotional polarity numerical score, the price of digital score, quality of service figures scoring, refund numerical rating, the off-line business services digital score, the number of business digital score, the overall score text emotional tendencies, the visibility of service group-buying enterprise; and use a software to fetch daters, then UGC text crawled quantify using supervised learning based on the text sentiment classification technique, the data involved model assumptions differently optimized in terms of the actual situation.Finally, the paper apply SPSS software to statistical analysis of established model, which revealed significant of each influence factor of service group-buying corporate marketing competitiveness, explains the statistical results of the underlying reasons. And on the basis of research findings, we propose effective marketing strategy to help enterprises enhance marketing competitiveness. The research results enrich the existing theory that group-buying field use online reviews of customers impact on marketing competitiveness of service group-buying enterprise, and developing a strategy to provide guidance for service group-buying enterprise managers better. Meanwhile consumers can take to reduce transaction costs and risk of purchasing.