新消费主义视域下我国网络团购营销策略分析

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1、竞争中脱颖而出。关键词：网络团购，新消费主义，营销环境，营销策略IIABSTRACTGroupbuyingindustryhasenjoyedaboomsincetheyear2010．Itwinsthemarketbylowpriceandattractivenewwayofonline-purchasing．PlentyofconsumersarebeatingapathtOexperiencinggroupbu)，ing，notonlybecausethereareplentyvarietiesofgoods，buti

2、tscooperationwithmanyhigh-consumingindustrieslikeentertainmentindustry,cateringindustryandtourismindustryareattracting．Theconsumergroupundernewconsumerismisfondofshoppingonline，pursuingnoveltyandinteractingwithothers．Withitslowindustrythresholdandhugemarketpotentia

3、l，groupbu如nghasfascinatedadelugeofentrepreneurs．UptOnow,ithasexperienced“Regimentcampaign’’and“Thousandgroupwar'’．Superficially,thegroup-purchasingindustrydevelopswell，however,aseriesofpotentialproblemsofGroup—purchasingsuchaslowviscosity,highhomogeneityandonefoldm

4、arketingmode，whichissevere，willhinderthesustainabledevelopmentoftheGroup-purchasingindustry．First，thispaperillustratestheconceptofthegroupbu如ng，combedthegroupbuyingofhistoricaldevelopmentandcombinedwiththenewconsumerismclaims，summaryanalysisthegroupbu)，ingofdevelop

5、mentatpresent．Second，throughtheanalysisofthecompetitivemarketenvironment，tounderstandtheexternalfactorshowaffectingthegroupbuying，andbasedontheSWOTanalysistOfindthattheindustryfacesopportunitiesandthreats，identifystrengthsandweaknessesoftheindustry,maketheenterpris

6、ecallfromtheviewofenvironmentalindustrytounderstandtheirposition，especiallythroughtheapplicationofPESTandFiveForcesmodeltOanalyzetheindustrialmacroenvironmentandcompetitiveenvironment，Themoreclearexpositionofgroupbuyingindustrythestrengthoftheexternalcompetitivenes

7、s，SOthatenterprisescarlaccordingtoitsownresourcestomakeadaptablemarketingstrategy,andenhancetheircompetitiveadvantage．Again，wehaveconsidereditsstrengthandweaknessincompetition．Throughanalyzingandpositioningthemainbodyofthenewconsumermarket，weproposedavarietyofnetwo

8、rkbuymarketingstrategiesforsustainabledevelopment．Astheappearancetimeofthegroup-buyingonInteractisnotlong，thematureindustrymarketstrategyinotherc