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JIANGSUUNIVERSITY本科毕业论文美团网的现状与发展策略TheCurrentSituationandDevelopmentStrategiesofMeiTuan学院名称：工商管理学院专业班级：电子商务0701学生姓名：*******指导教师姓名：*******指导教师职称：副教授2010年5月江苏大学本科毕业论文I美团网的现状与发展策略专业班级：电子商务0701学生姓名：*****指导老师：谢振宇职称：副教授摘要在刚刚过去的一年，中国电子商务界最耀眼的莫过于团购了，因此2010年也被称为“团购元年”。美团网作为国内首批模仿Groupon模式的团购网站，美团网有一定用户和技术优势，美团以其优质的服务在团购领域内站稳了脚跟，而面对国内近两千家的团购网站的蜂拥而起，美团网的发展面临一系列的内部和外部的挑战。对美团网的现状及发展策略研究对美团网和其它团购网站的发展具有指导和借鉴意义。本文主要从三个方面来研究美团网的发展。首先，从美团网的本身，回顾美团网的发展起源，分析美团网的性质定位和营运模式。在此基础上对美团网最主要的业务状况进行剖析，运用SWOT分析法找出美团网内部自身的优劣势和发展机会。运用波特五力分析模型，分析美团网发展的外部环境。其次，从参加团购的消费者方面分析。第一，从顾客需求理论出发，消费者参加网络团购肯定是有某种潜在的需求，分析顾客需求，不断满足顾客需求。第二，从网络团购消费者行为上分析，通过消费者在团购过程中的各种行为，分析消费者爱好，团购意愿，团购考虑因素，团购总体感受。得出美团网改进策略，不断满足顾客需求。最后，通过美团网自身和消费者两个方面因素，提出对美团网的发展策略的几点建议：1、做好营销策略促进销量增长。包括：产品策略、价格策略、促销策略、广告策略、业务拓展策略、用户服务。2、完善服务增加竞争力。包括：售后服务、物流服务。3、引入担保机制。4、加强对商家管理，提高商家服务质量和诚信度。5、通过并购及合作保持领先。关键词：网络团购美团网竞争发展策略江苏大学本科毕业论文IITheCurrentSituationandDevelopmentStrategiesofMeiTuanAbstractInthepastyear,themostdazzlingthinginChinawasvirtualteampurchase(VTP).So,the2010wascalled‘thefirstyearofVTP’.In2010,Chinesevirtualteampurchase(VTP)hasexperiencedfromsmalltolarge,fromweaktostronginaprocessofdevelopment.Asthefirstwebsiteforgroup-buyingoninternetinChina,MeiTuanhasmanyadvantagesatuserandtechnology,becauseofitshigh-qualityservice,MeiTuangotaheadinthefieldofChinesevirtualteampurchase.InfrontofthenearlytwothousandsWebsiteforgroup-buyingoninternet,MeiTuanisfacingwithaseriesofinternalandexternalchallenges.Therefore,theresearchofMeiTuan'spresentsituationanddevelopmentstrategieswillbehelpfulinthedevelopmentofotherwebsites.ThispaperstudiesthedevelopmentofMeiTuanmainlyfromthreeaspects.Firstly,researchingfromMeiTuan'sownsituation;recalltheoriginsofChina'sdevelopmentandanalysisthenatureofpositioningandbusinessmodel.Withanalyzingthemainbusinessconditions,IusetheSWOTtoidentifytheadvantagesanddisadvantagesanddevelopmentopportunities.ObservetheexternalenvironmentforMeiTuan'sdevelopmentbyMichaelPorter'sFiveForcesModel.Secondly,Iwillanalysisconsumer.Ontheonehand,Iwillstartfromthecustomerdemandtheory.Ontheotherhand,theconsumerbehavioralsowillbeanalyzed.Finally,Iwillputforwardtosomesuggestionsbasedoncustomer'sdemandsandMeiTuan'sownsituation.1、Makeagoodmarketingstrategytopromotesalesgrowthincluding:productionstrategies,pricingstrategies,promotionalstrategies,advertisingstrategies,businessdevelopmentstrategies.2、Improvetheservicestoincreasecompetitivenessincluding:After-salesservice,logisticsservices.3、Theintroductionofsecuritymechanisms.4、Strengthenthebusinessmanagement,improveservicequalityandintegrityofbusiness.5、MergersandacquisitionsKeywordsVirtualteampurchaseMeiTuanCompetitionDevelopmentStrategy江苏大学本科毕业论文III目录引言..................................................................................................................................................................1第一章网络团购的概述..........................................................................................................................21.1网络团购的概述.......................................................................................................................................21.1.1网络团购的定义.............................................................................................................................21.1.2网络团购的特点.............................................................................................................................21.1.3网路团购的模式.............................................................................................................................21.2网络团购的顾客需求分析........................................................................................................................31.2.1降低交易成本.................................................................................................................................31.2.2掌握交易主动权.............................................................................................................................41.2.3满足个性化需求.............................................................................................................................41.2.4促进消费者之间的交流，消费者权益得到保障.........................................................................51.3国内网络团购的市场状况.......................................................................................................................51.3.1国内网络团购市场发展环境.........................................................................................................51.3.2国内团购市场状况.........................................................................................................................61.4国内网络团购的主要模式.......................................................................................................................7第二章美团网的概述与现状...............................................................................................................82.1美团网的起源与发展...............................................................................................................................82.2美团网的性质与定位............................