M Community Group Purchase Company Marketing Strategy Research

The rapid development of network technology makes e-commerce more and more permeate into People’s Daily life.The outbreak of COVID-19 in 2020 has promoted the rapid development of emerging industries.Fresh food community group buying based on high cost performance is becoming more and more popular in the society at present,and its development speed is also very fast.In the past year,some Internet giants such as JD.com,Alibaba,Didi and Pinduoduo have also entered the development field of community group buying and attracted a lot of attention.M company has a leading position in the field of community group buying,but it is undoubtedly a huge challenge for M company as other network giants have entered the competition with abundant capital.Therefore,in the face of increasingly severe market environment,M Company should make appropriate adjustment in marketing strategy to adapt to the future development.This thesis firstly studies and combs the relevant literature of community group buying and community marketing,and then discusses the development of community group buying.On this basis,we have a deep understanding of M company’s current marketing strategy and development status,and analyze its marketing environment.Then,through in-depth interview and questionnaire survey of M company’s internal personnel and M company’s users,the problems existing in the marketing process of M company are proposed and analyzed,so as to give relevant optimization suggestions in the corresponding aspects.In order to further promote the implementation of these optimization plans,this thesis gives some steps and measures for the development of M Company,and points out that the company needs to pay attention to improve the relevant management mechanism,according to the big data technology and strengthen the management risk prevention.Finally,this thesis summarizes and reflects the research results,points out the shortcomings of this research,and believes that in the future research work,we need to expand the sample range,improve the relevant research methods,so as to ensure the accuracy of the research conclusions.