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某团购网站的营销策略—以美团网为例

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某团购网站的营销策略—以美团网为例(4800字)
摘  要

美团网成立于2010年,创始人为王兴,其经营范围是网络购物,其宗旨是为消费者发现最值得信赖的商家,同时让消费者享受超低折扣的优质服务,上线以来,发展迅速,通过和拉手网等团购网站竞争激励,成为国内主要的团购网址的代表。
    美团网一贯坚持与商家平等、互利、共赢的合作标准,作为一家本地化服务类电子商务企业,美团网竭诚服务于各城市的商家和消费者,并追求低成本、高效率,不仅帮助消费者发现生活中的乐趣:一方面为消费者提供非常好的本地化精品消费指南,另一方面为消费者带来非常深度的消费折扣;同时帮助商家更好的按效果付费来获得新顾客。        
本论文首先介绍网络团购行业及美团网的现状,分析行业的发展环境,然后运用服务营销和网络营销的相关理论分析和探讨美团网的营销策略。最后总结了美团网的成功之处,并给美团网提出改进性建议。
关键词:团购 美团网 服务营销 营销策略
 
Abstract
The group was founded in 2010, the founder of Wang Xing, its business scope is the network shopping, its purpose is for consumers to find the most trusted business, also let consumers enjoy low discount services, on-line since, development is rapid, the shake handshandle net group purchase website competition, become the representative of the domestic main group purchase web site.

[资料来源:www.THINK58.com]


Beauty Group has consistently adhered to and merchants, mutual benefit, equality and win-win cooperation, as a local service of e-commerce enterprises, beauty group of dedicated service to the city's businesses and consumers, and the pursuit of low cost, high efficiency, not only to help consumers find the life fun: on the one hand to provide very good localizing quality consumer guide for consumers, on the other hand have very deep discounts to consumers; at the same time help businesses better pay fee by the effect to obtain new customers.
This thesis first introduces the status of network group purchase industry and beauty group net development environment analysis, industry analysis, theory and application of service marketing and network marketing and to explore the beauty group net marketing strategy. Finally summed up the success of beautiful round net, and to put forward suggestions for improvement of beautiful round net.

Keywords: group purchase, beautiful round net, service marketing, marketing strategy [资料来源:http://www.THINK58.com]

目  录
引言……………………………………………………………………………………1
一.  网络团购定义及基本概况……………………………………………………1
(一) 网络团购…………………………………………………………………1
(二) 网络团购的发展现状及其存在的问题…………………………………1
(三) 网络团购的发展前景……………………………………………………2 [版权所有:http://think58.com]
二.  美团网的营销策略分析………………………………………………………2
  (一) 产品策略……………………………………………………………………2
  (二) 价格策略……………………………………………………………………3
1. 低价策略……………………………………………………………………3
    2.可变价格折扣策略…………………………………………………………3 [资料来源:http://think58.com]
3.差别定价策略………………………………………………………………3
4. 分批次付款策略……………………………………………………………3
  (三) 渠道策略……………………………………………………………………3
(四) 促销策略……………………………………………………………………3
(五) 广告…………………………………………………………………………4

[来源:http://think58.com]


(六) 抽奖促销……………………………………………………………………4
(七) 邀请返利……………………………………………………………………4
(八) 消费者至上和人才策略……………………………………………………4
(九) 有形展示策略………………………………………………………………4
(十) 过程控制策略………………………………………………………………4
[资料来源:THINK58.com]

三. 美团网上线以来成功之处与今后展望…………………………………………4
(一) 美团网的成功之处…………………………………………………………4
(二) 美团网需要改进的地方……………………………………………………5
结论…………………………………………………………………………………7
参考文献……………………………………………………………………………8
[来源:http://www.think58.com]