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摘要随着电子商务的发展，团购模式逐渐进入广大消费者的生活当中,并不断改变着消费者的消费习惯和生活方式。团购网站的发展虽然不断规范与完善，但是仍存在营销模式单一，产品高同质化、客户忠诚度低等问题。同时随着行业竞争日益激烈，如何制定和实施行之有效的营销策略对于团购网站的长期发展至关重要。46688
本文首先通过文献研究，介绍团购模式国内外的相关理论以及研究现状，进一步明确本文的研究方向；其次分析团购网站的发展现状和其营销环境，为后续案例研究和营销策略做铺垫；然后根据对团购网站进行SWOT分析的结果，针对其问题结合相关理论提出切实可行的营销策略；最后以美团网为例进行实证研究，分析其“SOLOMO”运营模式和营销策略，验证本文提出的营销策略的可行性。
Abstract：With the development of electronic commerce, Group Buying has been known and widely recognized by customers, changing their lifestyles and consumption habits. With the development of Group Buying, many group buying websites are appearing, although the development is continuous to regulate, but there are still many serious problems, the single mode of marketing, high homogeneity, low viscosity and other issues. At the same time, with the increasingly fierce competition, how to develop innovative marketing strategy is the key to long-term development of the group buying website .
Staring with literature review, this thesis analyzes the research situation of network group buying both by Chinese and foreign scholars further defined the direction of the research purposes. Then analysis of the features of group buying website and the marketing strategy, summarizing the existing problems of marketing strategy of the group buying website. And then aiming at the problem, combining related marketing theories to put forward effective proposals and marketing strategy. Finally, to the meituan.com as an example, analysis it’s "SOLOMO" operation mode and marketing strategy.
毕业论文关键词：团购网站； 营销策略 ；美团网
Keyword: ；Group buying website；Marketing strategy ；Meituan
目 录
1.引言 4
1.1研究背景及意义 4
1.2研究内容 4
1.3本文创新点 4
2.文献综述 5
2.1 网络团购模式相关研究 5
2.1.1国外相关研究 5
2.1.2 国内相关研究 5
2.2 团购网站相关研究 6
2.3研究中存在的问题 7
3.团购网站营销环境分析 7
3.1 团购网站的优势 7
3.2 团购网站的劣势 8
3.3 团购网站的机遇 9
3.4 团购网站的威胁 11
4.团购网站营销策略 13
4.1实施社会化媒体营销提升品牌识别度 14
4.2 实施差异化营销提高客户忠诚度 15
4.2.1丰富产品种类形成产品差异化 15
4.2.2完善服务形成服务差异化 15
4.3完善信用保障体系增强品牌信誉 16
4.3.1加强对线下商家的筛选