1、网络团购发展策略探讨网络团购发展策略探讨 摘要摘要：自从 20 世纪 90 年代末以来，网络团购以其诸多优势在美国和欧洲得到 了不断发展，而我国自从 2002 年以来网络团购交易也越来越频繁，出现了一大批网 络团购网站。据相关机构统计，在短短半年的时间内，中国团购网站的数量从最初的 个位数飙升到 1000 以上，行业在规模上呈现出爆炸式发展的态势。本文首先阐明了 团购和网络团购相关概念，分别从定义、特点、分类及其流程描述了网络团购。其次 简略分析了网络团购的发展现状并结合国内外代表性网站， G和拉手网给 予证明，最后通过分析网络团购所存在的问题，即进入成本低推广成本高、商业模式 同质化、盈利模
2、式单一化等问题展开了对网络团购发展策略的探讨并提出相应策略， 如融资扩大规模、实施移动战略以及盈利模式多元化。希望通过本文对网络团购发展 策略的探讨，能对当今网络团购带来迅速发展带来帮助。 关键字关键字：网络营销 网络团购 价格定位 发展策略 论文指导老师：论文指导老师： Discussion about the Development Strategy of online group-buying Abstract: Since the 1990 year late, , with its many advantages online group-buying in the United S
3、tates and Europe have been growing, and our network since 2002, online group-buying are more and more frequent trading, there has been a large number of network buy website. According to the relevant agencies to statistics, in just six months, the Chinese group-buying the site from the initial digit
4、 number soared to more than 1000, the industry in size and show a trend of explosive growth.This paper illustrates the concepts group-buying and online group-buying, respectively, from the definition, characteristics, classification and process descriptions of the online group-buying. Followed by a brief analysis of the development status of the network and to buy home and abroad, representative sites, G and handle network to certify, and finally online group-buy by analyz
