The Group Purchase Essay

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[pic] 本科生期末论文 市场营销 International Marketing 题 目:The promotion strategies of group purchase case study of Groupon 专 业: 英 语 096 学生姓名: 林渝茜 学号: 09096609 完成时间: 2011 年 12 月 26 成 绩: ___ The promotion strategies of group purchase case study of Groupon 1. Introduction Group purchase is a new shopping method in the world. The emergence of group purchases can be attributed to increasing inflation accompanied by stagnant reform of the income distribution system. With limited money, people have to counteract the influence of inflation by buying cheaper goods and services. But most people do not want to lower their living standards. Group purchase offers them access to high-quality products and services at a relatively low price, but how does it work? 2. Introduction of the group purchase and Groupon 2.1 definition of group purchase Group purchase refers to offer products and services at significantly reduced prices on the condition that a minimum number of buyers would make the purchase. Origins of group buying can be traced to China where tuángòu or team buying was executed to get discount prices from retailer when a large group of people were willing to buy the same item. In recent time, group buying websites have emerged as a major player in online shopping business. Typically, these websites feature a deal of the day, with the deal kicking in once a set number of people agree to buy the product or service. Buyers then print off a voucher to claim their discount at the retailer. Many of the group-buying sites work by negotiating deals with local merchants and promising to deliver crowds in exchange for discounts.[i] 2.2 Introduction of Groupon Groupon (a portmanteau derived from "group coupon") is a deal-of-the-day website that

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