Research On Marketing Strategy Of N Companyys Community Group Buying Business

With the in-depth development of Internet technology and mobile payment technology,a new mode of commodity trading has emerged.New retail has become a topic of common concern in academic and practical circles.With the rapid development of express delivery business,the online order+ offline delivery mode has rapidly penetrated into various business fields.The original Internet online enterprises have entered the offline market through their credibility.Tmall supermarket and Jingdong stores have sprung up in various communities.Offline enterprises have established online communication channels to shorten the distance with users.Suning and Gome have also set up their own e-commerce platform.These two formats are now the mainstream forms of new retail.The original 020 model and retail formats have been reshuffled,and more and more enterprises have begun to explore the new retail mode.As a new online shopping mode,community group buying is mainly fresh products,which has developed rapidly in recent years.Its market scale is still expanding,and the market stock is not saturated.More and more group buying companies have been paid attention to by the capital market.Meituan,Alibaba and Jingdong have established their own unique community group buying platforms.And with the emergence of the COVID-19,the cold of offline channels makes a new round of rapid growth in the online community group buying market.The change of customer demand and the increase of investment between various capitals make the competition in the group buying market increasingly intensified.N company is a smart community service enterprise,with independent software and hardware development capabilities.It is committed to become a service platform entry enterprise.N company has provided intelligent management services for government agencies,international organizations and other large-scale non-profit organizations.The smart community service scheme developed by N company has been highly praised by owners and property companies.Community group buying business is a new business developed by N company in recent years to serve community residents and create revenue.Company n has a large number of potential users who are easy to contact because of providing basic community services(such as parking,access control,etc.)for a long time.However,in the face of large-scale e-commerce enterprises with high popularity and abundant capital,and various kinds of relatively convenient and fast offline stores,the customer source advantage of N company has not been fully exerted,and there are still multiple problems such as low popularity,customer trust crisis and distribution.Based on the above problems,first of all,consult and study a large number of literature,and collect the information of all kinds of existing new retail enterprises to get the preliminary industry environment.Then,combined with their own advantages and disadvantages to get their own preliminary market positioning and market objectives.Finally,according to the existing situation of N company,put forward practical suggestions and programs.The first part discusses the current marketing strategy,marketing mix strategy,relevant marketing strategy analysis tools and related theories in academic and practical circles,so as to understand the frontier situation of current research and practice.The second part introduces the general situation and environment of N company and analyzes the macro environment and industrial environment of marketing.The third part introduces the general situation and the industrial environment of N company.Based on the existing internal and external environment of the above-mentioned enterprises,the SWOT analysis is carried out for the network community group purchase business of N company.In the fourth part,combining with the marketing status of N company and the existing problems analyzed.The optimization suggestions and implementation guarantee of marketing strategy of N company are put forward.At the same time,it also provides a reference for other group buying enterprises’marketing practice under the background of new retail.