Practical Study on Group-buying Websites Management Model and Integrated Marketing Strategy-Case Study of GOMAJI

• Main Authors: Hsun-chih Chan, 詹勛芝
• Other Authors: Kuo-Liang Dai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/61842246703701240321

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === In 1994, after the Internet has started being used for commercial applications, many enterprises have strived to promote e-commerce management, thereby bringing in enormous business opportunities, and the interaction and communication among users have also become more and more convenient. This has also generated changes in online purchasing behavior as consumers have turned originally from individual online consumption to gradually become group buying manner. This has allowed the group-buying platform practitioners to purchase the commodities from dealers at lower market prices and feed back the consumers through the group-buying platform. Such concession and parity messages have enabled group-buying activities to pass through word of mouth in real life, resulting in more consumers to pay attention and participate in group-buying activities. To cope with the rise of online group-buying consumption, the huge market has attracted more practitioners to join in. Currently, there are already 40 group-buying practitioners in Taiwan, including those from mainland China. After Lashou has taken the lead to penetrate Taiwan since December 2010, Nuomi, the subordinate of China Social Network Renren has also announced to station in Taiwan in June this year. This is likely to set off a wave of competitive exposure among the practitioners and an industry boom to take a lucrative bite out of the group-buying market. The group-buying practitioners are practicing a value-creating management model, in conjunction with an integrated marketing and spreading plan to fulfill the customer needs, allowing more online users to obtain the group-buying concession messages more rapidly and conveniently. A stringent selection of commodities and service contents are efforts done by the group-buying practitioners to upgrade the satisfaction of online group-buying customers, thereby improving their integrated marketing performances and increasing the revenue profits. In other words, these management model and integrated marketing strategy are indeed a successful path to corporate profits. In this research on group-buying practitioners, the study has summarized how the corporate group-buying platform has created the profitability factors through the use of the management model and integrated marketing strategy. They include: (1)A successful commercial model (2)A comprehensive integrated marketing, spreading and communication (3)In-depth consumer insights (4)A low-cost strategy (5)The suppliers being able to provide good-quality products and services (6)It has gained trust from consumers and suppliers (7)Customer Relationship Management