团购视角下B2C电子商务企业网络营销策略探讨

网络团购在赢得企业和消费者青睐的同时,也面临着诸多的问题。文章在分析现有团购模式缺陷的基础上,探讨了B2C网站开设团购的优势,并从设立专业商品固定团购频道、利用微博和SNS进行推广、多种途径提高用户忠诚度、开展C2B模式、高度重视售前、售中、售后服务、确保品质前提下走低价策略、建立信用评价机制等7个方面提出了B2C网站的团购营销策略。

The B2C Enterprise E-marketing Strategy From the Perspective of Group Purchase

Network group purchase is loved by enterprises and customers,but facing many problems.This paper analyzes the existing defects of group purchase mode,explores the advantage of group purchase by B2C enterprise,and put forward the e-marketing strategy of group purchase based on B2C,from set up fixed group purchase channel of categories of goods,promote using micro-blog and SNS,improve customer loyalty from variety of ways,using C2B mode,attach great importance to pre-sale,sale,after sale service,lower commodity prices in the premise of ensuring quality,establish credit evaluation mechanism etc.