Research On The Development Strategy Of Community Group Buying Platform In The Post-epidemic Er

During the epidemic,as an important channel to protect people’s livelihood,community group buying ushered in explosive growth,with many Internet companies entering the market,and market competition tended to become white hot.However,in the late epidemic era of normalized epidemic management,residents’ reliance on community group-buying has significantly decreased,and for each community group-buying platform,it must face not only the madness of capital seeking profits in the industry,but also the impact of physical shops.In this context,this thesis takes a community group-buying J platform of a large Internet company as an example and analyses its macro environment and industry environment in the post-epidemic era with the help of the PEST model and Porter’s five forces analysis model.The study found that the J platform is currently in a general environment of policy support,economic recovery towards normality,consumer preference and strong support from internet technology;however,the market is equally competitive,with existing competitors and potential entrants and substitutes posing a huge threat to the J platform,which also leads to strong bargaining power for both consumers and suppliers.Meanwhile,in terms of product strategy,there is serious homogenization of products and services and imperfect after-sales service;in terms of price strategy,there is low-price competition,which is not conducive to the sustainable development of enterprises but also disrupts the order of market competition;in terms of channel strategy,there is instability in the head of the community,which easily causes consumer loss and the platform lacks cooperation with brand enterprises;in terms of promotion strategy,the platform’s publicity and promotion is not in place and The interactive communication with consumers is also slightly insufficient.Based on the above analysis,in order to enhance the market competitiveness of the J platform in the post-epidemic era and promote the sustainable development of the platform,this thesis puts forward the following suggestions for optimization: adjust product categories flexibly,highlight the characteristics of product categories,strengthen systematic training for community leaders and form a perfect after-sales service system;formulate a scientific and reasonable price strategy,optimize the existing product price system and follow the price competition mechanism;improve the price system through The contract or long-term performance assessment system to improve the retention mechanism of the head of the head,optimize the product supply chain management;make full use of big data,accurate marketing,provide user sharing rate,and promote user fission.