The Study Of Internet Marketing Strategy Of Wowo Group

21st century, with the information technology progress and development of thetimes, the Internet more and more closely linked with our daily lives. From thecompany and the industry perspective, electronic commerce is becoming more andmore popular. The network marketing as a new marketing approach graduallyrecognized and adopted by various companies. This approach produced a huge impacton the traditional marketing methods. And it made the company’s managementconcept and marketing way also has deep influence. From the perspective ofconsumers, now many people is very dependent on the network not just to findinformation, but also in shopping, dining, entertainment and to find a job.Meanwhile, with the popularity of the Internet, Group site mushroomedappeared in2010, walking in the frontier of e-commerce online shopping. Grouponline is an emerging product of electronic commerce. And it is a new marketingmodel. It makes use of this emerging model of network marketing to providebusinesses with an effective marketing platform, but also it utilizes its advantages oflow cost, low price, low discount, efficient and convenient to meet people’sconsumption desire by Internet. It has become a fashionable and halfback spendingpattern.This article stood in the height of the strategic marketing and based on the Wowogroup company as an example and the market network marketing related theory asthe foundation. This paper analyzed the current situation of the company’s networkmarketing. And it pointed out that the Wowo group company’s key decision is toestablish a long-term feasible network marketing strategy. In order to develop effective online marketing strategy, this paper firstly analyzed the Wowo group’smacro-environment, micro-environment and the advantages and disadvantages, tounderstand the Wowo group company’s network marketing environment. From theperspective of macro-environment, China’s network users, network hardware andsoftware and network technologies have developed rapidly, which provides a certaincustomer bases for Wowo group to develop its Internet marketing. From theperspective of micro-environment, Wowo group has the power to implement itsnetwork marketing. And from the perspective of Wowo group’s advantages anddisadvantages analysis, Wowo group has the possibility of developing andimplementing the network marketing successfully; Secondly, this paper segmentedthe Wowo group’s market based on its geographical position and commodity groups.Then we selected the target markets and positioned the markets clearly, so as tocomplete the strategy formulation process of Wowo group’s target market; Finally,this paper made use of the4P theory in marketing to develop the product strategies,pricing strategies, channel strategies and promotional strategies for Wowo groupcompany. The network marketing strategy has important guiding significance to helpWowo group to develop Internet marketing practice. It enhances influence and corecompetitiveness of the Wowo group. It increases its sales revenue, reduces marketinginvestment, improves business performance, and occupies more market share,resulting in an invincible position in the rapid economic development and theincreasingly competitive market.