The Analysis Of Group-Buying Strategy For G Based On Online Marketing Channels

With the development and maturity of Internet technology,emerging e-commerce continuous developing and enriching.Facing the flourishing e-commerce market,many of the domestic and foreign clothing enterprises have gradually started their own online channels expanding.In November 2008,group-buying was rapidly popular as a new consumption patterns in the world beginning with the "Groupon" established in the United States under the prosperity of e-commerce market.Apparel group-buying is being innovation and rich with the strategy and category in each website.The strength of the clothing brands' marketing competitiveness greatly depends on good marketing plan and promotion in the new clothing marketing environment.Therefore,there has practical significance that the research on group-buying strategy for clothing brands based on online marketing channels.This paper selected G as the sample,and the main content is group-buying.First of all,this article extracted the related research variables of group-buying online for apparel brands through understanding the group-buying model and researching the theory of online marketing channels.Then,it analyzed the status and future developing strategy of G through field research,and group-buying strategy for G based on online marketing channels was proposed in the third chapter.In the fourth chapter,this paper established the research model according to the results of the analysis above and found five influence factors of group-buying strategy online through the market survey,which are consumer behavior,group-buying scheme,products,online channels and risk perceived.The corrected research model was built according to the significant relationship between various influencing factors.Finally,the corresponding suggestions for the strategy of group-buying for G was proposed according to the research model and the data analysis.All kinds of the analysis for G in this paper refer to its domestic market,since as G is an international brand.It could be found that sex,age,occupation and the education of samples were no significant differences between consumer behavior,while the monthly disposable income and the average monthly net purchase about clothing associated with consumer behavior were significantly different through analysis of the questionnaire.Group-buying program,products,online channels are factors which were significantly positively correlated with consumer behavior,however,the risk perceived was significantly negatively correlated to consumer behavior.These indicated that the monthly disposable income and average monthly net purchase on clothing of consumers,group-buying programs,products,online channels and risk perceived have a significant effect on the group-buying online for G.Based on the conclusion above these analysis,this paper put forward three specific recommendations for the policies of G brand's group-buying online,which are strategy of G brand's future development,consumer policy and strategy of influencing variables on group-buying online based on the corrected research model.The findings of this paper have practical value for G and other similar apparel brands.