网络团购MBMI营销策略探讨——以美团网为例

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3.0 韩鲁英 2024-09-24 4 4 1.46MB 48 页 150积分

浙江财经大学本科生毕业论文（设计）

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1绪论 ..................................................................................................................................... 1

1.1 课题研究背景........................................................................................................... 1

1.2 研究价值及意义....................................................................................................... 2

1.3 研究方法................................................................................................................... 2

1.4 研究思路................................................................................................................... 3

1.5 研究创新点............................................................................................................... 4

2 理论基础.............................................................................................................................. 4

2.1 市场营销环境分析................................................................................................... 4

2.2 品牌营销................................................................................................................... 6

2.3 国内外相关研究现状............................................................................................... 6

2.3.1 国外研究现状................................................................................................ 6

2.3.2 国内研究现状................................................................................................ 7

2.3.3 研究现状的不足............................................................................................ 7

3 团购网站营销现状及问题.................................................................................................. 8

3.1 国内网络团购网站概述........................................................................................... 8

3.2 网络团购网站环境分析........................................................................................... 8

3.3 网络团购网站行业竞争分析................................................................................. 10

3.3.1行业内竞争.................................................................................................. 10

3.3.2进入者威胁.................................................................................................. 11

3.3.3替代品的威胁.............................................................................................. 12

3.3.4供应商的讨价还价能力.............................................................................. 12

3.3.5买方的讨价还价能力.................................................................................. 12

3.4 团购行业营销中存在问题分析............................................................................. 12

浙江财经大学本科生毕业论文（设计）

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3.4.1 团购公司缺乏对团购消费者信息的挖掘与整理...................................... 12

3.4.2 参团商品同质化严重.................................................................................. 13

3.4.3 消费者和商家缺乏信息交流与反馈.......................................................... 13

3.4.4 移动客户端团购相关信息缺乏.................................................................. 13

4. 美团网营销环境分析....................................................................................................... 13

4.1 美团网概述............................................................................................................. 13

4.2 美团网营销现状分析............................................................................................. 14

4.2.1 目标客户...................................................................................................... 14

4.2.2 产品策略...................................................................................................... 14

4.2.3 价格策略...................................................................................................... 14

4.2.4 渠道策略...................................................................................................... 15

4.2.5 促销策略...................................................................................................... 15

4.3 美团网竞争状况分析............................................................................................. 15

4.4 美团网SWOT分析.................................................................................................. 16

4.4.1 竞争优势...................................................................................................... 16

4.4.2 竞争劣势...................................................................................................... 17

4.4.3 机遇所在...................................................................................................... 17

4.4.4 面临威胁...................................................................................................... 17

4.4.5 SWOT分析小结........................................................................................... 18

5. 团购消费者行为分析--以美团网为例 ............................................................................ 19

5.1 调查方案设计......................................................................................................... 19

5.2 调查样本基本情况说明......................................................................................... 20

5.3 调查数据分析......................................................................................................... 20

5.3.1 美团网团购用户行为分析.......................................................................... 20

5.3.2 美团网团购行为影响因素分析.................................................................. 22

5.3.3 美团网团购用户信任与满意度分析.......................................................... 23

5.4 调查分析结论......................................................................................................... 25

浙江财经大学本科生毕业论文（设计）

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6 美团网MBMI营销策略..................................................................................................... 26

6.1 美团网Brand营销策略 ........................................................................................... 26

6.1.1 差异化品牌营销策略.................................................................................. 26

6.1.2 线上线下相结合，做好体验服务塑造品牌形象...................................... 26

6.2 美团网Media营销策略........................................................................................... 27

6.2.1 多渠道媒介策略.......................................................................................... 27

6.2.2 全面与社交网站合作策略.......................................................................... 27

6.2.3 微博、微信团购营销策略.......................................................................... 27

6.2.4 事件营销策略.............................................................................................. 28

6.3 美团网Mobile Internet营销策略............................................................................ 28

6.3.1 优化移动客户端.......................................................................................... 28

6.3.2 与相关服务提供商紧密合作...................................................................... 28

6.3.3 在移动客户端推出新模式增强消费者黏度.............................................. 28

7 MBMI营销策略的启示..................................................................................................... 29

7.1 品牌营销启示......................................................................................................... 29

7.2 媒介营销启示......................................................................................................... 29

7.3 移动互联网营销启示............................................................................................. 29

结语.......................................................................................................................................... 30

参考文献.................................................................................................................................. 31

附录.......................................................................................................................................... 35

附录一...................................................................................................................................... 35

美团网团购情况调查问卷...................................................................................................... 35

附录二...................................................................................................................................... 41

深度访谈问题设计.......................................................................................................... 41

浙江财经大学本科生毕业论文（设计）

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图1.1 2010—2017 年中国移动互联网市场规模......................................................... 1

图2.1 PEST分析法......................................................................................................... 4

图2.2 波特五力模型...................................................................................................... 5

图2.3 SWOT分析法....................................................................................................... 5

图2.4 SWOT结果图....................................................................................................... 6

图3.1 中国团购网站分类图.......................................................................................... 8

图3.2 中国团购市场环境.............................................................................................. 9

图3.32007-2013 年中国网络购物市场用户规模......................................................... 9

图3.42014 年团购网站排名........................................................................................ 11

图3.5 2014 年3月团购网站综合月度日均覆盖数UV统计排名 ............................. 11

图5.1 影响消费者团购的因素.................................................................................... 23

图5.2 用户对团购的总体信任程度............................................................................ 24

图5.3 用户对团购的整体满意度................................................................................ 24

图5.4 用户对团购不满意的因素................................................................................ 25

表4.1 美团网SWOT分析............................................................................................. 18

表5.1 调查样本基本情况............................................................................................ 20

表5.2 美团网团购用户行为—网络团购频率............................................................ 20

表5.3 美团网团购用户行为—消费者选择产品........................................................ 20

表5.4 美团网团购用户行为—了解美团网途径........................................................ 21

表5.5 美团网团购用户行为—您未在美团网团购的原因........................................ 21

表5.6 美团网团购用户行为—消费者对移动客户端看法........................................ 22

表5.7 美团网团购行为影响因素分析—美团网消费者评价影响............................ 22

表5.8 美团网团购行为影响因素分析—选择美团网的原因.................................... 22

表5.9 美团网团购行为影响因素分析—用户参与团购时最关注的用户评价因素 23

浙江财经大学本科生毕业论文（设计）

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网络团购 MBMI 营销策略探讨

——以美团网为例

摘要：随着移动互联网在中国的不断发展和完善，电子商务随之兴起并迅速发展。

网络购物逐渐成为人们生活中非常重要的一部分，团购给消费者带来了很大的便利同

时也改变着整个行业的趋势。在本文中我会以团购公司——美团为例进行分析探讨，

对2010——2013 年底以来的团购行业市场数据进行了搜集整理与分析，首先通过

PEST、波特五力模型阐述了团购公司所处的行业环境和行业的竞争状况，分析了团购

行业在营销中存在的问题。接着通过 4p 理论分析了美团网的营销现状，阐述了美团网

竞争者的状况。之后运用 SWOT 分析法分析了美团网的竞争优势和劣势及面临的机遇

和威胁，为总结出团购行业新的营销组合提出铺垫。结合个人问卷调查及行业消费者

报告分析结果，作者创造性的总结出新的营销组合即 MBMI 营销[媒介（Media）+品

牌（Brand）+移动互联网（Mobile Internet）的营销策略）]，为团购公司提高自身的

核心竞争力提供参考。

关键词：团购；美团网；团购行业分析；MBMI 营销策略

The Research of group buying MBMI marketing strategy on The Web

——The meituan company as an example

Abstract：With the continuous development of mobile Internet in China and improve,

then rise and rapid development of electronic commerce. Online shopping has gradually

become a very important part of people's life, group-buying has brought great convenience to

consumers as well as the changing trend of the industry. In this article I'll to group company,

the group as an example to analyze, to the end of 2010-2013 since group-buying industry

market data collection and analysis, first by PEST, porter five model, this paper expounds the

group purchase company of the industry environment and the industry competition situation,

analyzes the problems existing in the group-buying industry in marketing. Then through the

analysis of the 4 p theory and network marketing present situation, this paper expounds the

beautiful group net the status of the competitors. Then use SWOT to analyze the beautiful

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浙江财经大学本科生毕业论文（设计） 1 目录1 绪论........................................................................\.............................................................1 1.1课题研究背景........................................................................\...................................1 1.2研究价值及意义...........

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