Marketing Strategy of China campus buy
|School||Kunming University of Science and Technology|
|Keywords||Network group purchase target market market orientation environment analysis marketing strategy|
Group purchase, namely the group procurement, also known as the collective procurement. General by individuals or organizations are called, will have the intention to buy a certain product consumer organizations, to manufacturers or dealers for bulk purchase behavior, in order to ensure product quality situation, obtain product super discount price and service guarantee. Group purchase of electronic commerce network is a new product, it is a kind of marketing mode, if Alibaba B2B, taobao.com is B2C, then the network group purchase is a kind of C2B mode, namely by a lot of consumer businesses to buy goods or services to the collective, and the network group purchase site plays in the intermediary role, responsible for liaison Business, attract consumers. At present, more and more consumers love through the network of group purchase of the procurement of goods. Network group purchase a wide range.This mode of procurement service in the traditional purchasing mode of consumers in a weak position features, and now the group purchase network changed this situation, so that consumers can get beneficial trading conditions. Consumers can be combined with business groups or the third party (website) for bargaining, thus improving consumer spending in the position in the process, strengthen the consumer transaction capability, eventually reaching the cheap effect. And also reduce the consumers and businesses in the legal, professional information asymmetric situation.This thesis stands in the marketing strategic height, Chongqing market as an example, from the campus group purchase network in city marketing strategy of the campus net to proceed in group purchase a variety of marketing strategy based on. The application of 4P combination of marketing strategy, aiming at different kinds of students are classified, on all types of College Students’ consumption market survey. Products and market size and potential assessment and the campus group purchase network objectives and resources to carry on the analysis, the choice of target market and positioning. The group purchase group purchase of the campus net profit model and network research and enlightenment. Analysis of the group purchase network problems, and proposed that the suggestion and the countermeasure.