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1、西安建筑科技大學(xué)華清學(xué)院市場營銷專業(yè)畢業(yè)論文2網(wǎng)絡(luò)團(tuán)購的現(xiàn)狀與發(fā)展趨勢分析摘要自從1998年美國出現(xiàn)第一個B2C網(wǎng)絡(luò)團(tuán)購網(wǎng)站Mobshop以來HsiangchuLai,Her-SenDong,Chen-YuanYang,TheEffectofPriceDispersioninane-MarketonConsumer’sIntentionstoJoinGroupBuying,Proccedingsofthe39HawaiiInternationalConferenceonSystemScience,IEEE2006,網(wǎng)絡(luò)團(tuán)購正以其獨(dú)有的優(yōu)勢逐步在全球各
2、地發(fā)展起來。國外的網(wǎng)絡(luò)團(tuán)購在經(jīng)歷了一連串的模式創(chuàng)新和淘汰后,出現(xiàn)了相對成功的固化了的網(wǎng)絡(luò)團(tuán)購模式。而在我國,網(wǎng)絡(luò)團(tuán)購興起的時間雖然比國外晚,但其發(fā)展卻勢如破竹。網(wǎng)絡(luò)團(tuán)購在為國內(nèi)市場帶來發(fā)展契機(jī)的同時,其自身由于發(fā)展不成熟也產(chǎn)生了眾多問題。本文在闡明了網(wǎng)絡(luò)團(tuán)購等相關(guān)概念的基礎(chǔ)上,通過對網(wǎng)絡(luò)團(tuán)購的電子商務(wù)模式、消費(fèi)群體及流程的分析,引出網(wǎng)絡(luò)團(tuán)購的發(fā)展現(xiàn)狀及缺陷。隨后本文透過對現(xiàn)狀和缺陷的剖析,提出了網(wǎng)絡(luò)團(tuán)購發(fā)展的完善之策,并對完善之策的市場營銷策略部分進(jìn)行了著重分析。最后本文在綜合考慮這些影響因素的共同作用下,分別從團(tuán)購企業(yè)、消費(fèi)者及團(tuán)購的產(chǎn)品和服務(wù)的角
3、度,對網(wǎng)絡(luò)團(tuán)購的發(fā)展趨勢進(jìn)行了預(yù)測。關(guān)鍵詞:網(wǎng)絡(luò)團(tuán)購、市場營銷策略、發(fā)展趨勢22DesignDescriptionSincethe1998BuyNetworkappearfirstB2Cnetwork,networksinceMobshopjan.7tostandbyitsuniqueadvantageisgraduallydevelopedintheworld.InternationalInternet43,200experiencedintheseriesofpatterninnovationandeliminatedafter,appeared
4、relativelysuccessfulsolidifiednetwork43,200mode.Butinourcountry,thetimealthoughnetwork43,200risethanforeignlate,butitsdevelopmentisuntil.Networkforthedomesticmarketjan.7bringdevelopmentopportunitiesatthesametime,itsownbecausedevelopmentisnotmaturealsoproducedmanyproblems.Thispa
5、perillustratesthenetworkintherelatedconceptjan.7basis,throughnetwork43,200modeofelectronicbusinessaffairs,consumergroupsandprocessanalysis,leadsthedevelopmentsituationandnetwork43,200defects.Thenthispaperthroughtheanalysisofthepresentsituationanddefects,andputsforwardthedevelop
6、mentofnetworkforteam,andtoperfectthemarketforperfectingofthemarketingstrategypartemphaticallyanalyzed.Finallybasedoncomprehensiveconsideringthesefactorsunderthecommonfunctionofenterpriseand,separatelyfromjan.7consumerandabulkproductsandservicesofAngle,tonetworkabulkdevelopmentt
7、rendwaspredicted.Keywords:networkbuy,marketingstrategy,trends22目錄1網(wǎng)絡(luò)團(tuán)購的研究背景61.1網(wǎng)絡(luò)團(tuán)購的概念61.2網(wǎng)絡(luò)團(tuán)購的電子商務(wù)模式分析61.3網(wǎng)絡(luò)團(tuán)購的消費(fèi)群體分析71.4網(wǎng)絡(luò)團(tuán)購的流程92網(wǎng)絡(luò)團(tuán)購的現(xiàn)狀92.1網(wǎng)絡(luò)團(tuán)購的特點(diǎn)92.2網(wǎng)絡(luò)團(tuán)購的缺陷113網(wǎng)絡(luò)團(tuán)購的完善之策133.1網(wǎng)絡(luò)團(tuán)購的市場營銷策略133.2加大技術(shù)監(jiān)控力度184網(wǎng)絡(luò)團(tuán)購的發(fā)展趨勢194.1團(tuán)購企業(yè)面臨優(yōu)勝劣汰194.2團(tuán)購將成為當(dāng)?shù)赜脩粝M(fèi)的“風(fēng)向標(biāo)”194.3跨區(qū)域合作采購機(jī)制實(shí)現(xiàn)204.4“消費(fèi)者主權(quán)時
8、代”到來204.5拓寬目標(biāo)用戶計(jì)劃204.6產(chǎn)品與服務(wù)從單一轉(zhuǎn)向大而全21參考文獻(xiàn)22致謝24221網(wǎng)絡(luò)團(tuán)購