Research On Marketing Strategy Of The D Community Group Purchase Platform

According to the China Industry Research Institute estimates,Community group purchase industry market size will exceed 200 billion yuan in 2022.The development prospects can not be underestimated.As a new form of business,community group purchase provides customers with high cost-effective fresh food and daily necessities.It has becomed a daily shopping choice for more and more consumers.Since 2020,Internet giants Meituan,P Enterprise and Ali have successively launched community group purchase business and achieved good results.Unfortunately,due to financial and management pressure,Meituan,Taocai began to expand the scale of layoffs this year.A lot of small and medium-sized platforms have already quietly withdrawn from the battlefield.The goal of this paper is D community group purchase platform.As the agricultural product business extension chain of P enterprise,the largest agricultural product upstream platform in China,with the strong capital blessing of the main station,sound supply chain management channels and pre-sale system,it quickly occupied the community group-buying market and gradually became a rising star in the field of community group purchase.However,due to the short development time,there are some problems in customer,cost,communication and convenience,which hinder the further development of D platform.Under the dual pressure of internal and external environment,D platform needs to find its own development orientation and goal,and constantly optimize its marketing strategy in combination with the actual situation,so as to meet the needs of the market and achieve better development in the fierce competition.This paper studies the D community group purchase platform with the help of marketing theories and tools.First of all,through online questionnaires,analyzing the existing marketing strategy problems and causes.Using The PEST model,The Porter ’ s five forces model and The SWOT analysis tools,studying the macro and micro competitive environment and competitive advantages and disadvantages of D platform.Using The STP analysis method for target market segmentation,market positioning.Combined with The 4C theory,The Precision marketing theory and The Community marketing theory put forward D platform marketing strategy optimization countermeasures.Finally,according to the marketing team building,internal hardware and software platform to support D platform marketing strategy implementation safeguards.