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1、GROUPON:MARKETINGMODEL1.WhatisaGrouponmarketingGrouponmarketingisaserviceconceptthatproposedbyWuguGrouponnetwork.Theaimistobuyitemsforbusinessestoprovideaplatform,alsoprovidesbusinesseswithpublicityandpromotionchannels.XiayiwhoisastaffofWugugroupnetworksaid:thebiggestcompetitionisthec
2、ompetitivebusiness;themarketingcompetitionisreflectedinthevalueofGrouponmarketing.Customersatthesametimebringvaluetobusinesses.Forexample,duringtheeventaredoingbusinesswiththepromotionandconsumersbuytheirproductsafteruseofthewordofmouthpromotionpurchase.Thisisaveryeasytoaccepttobusine
3、ss.TheprojectofagoodGrouponmarketingisthemostattractivetoconsumers.Grouponnetworksurvivalistheamountofsitemembersbuy.Ifyoujustbuythemerchandisetoofferconsumersqualityproducts,lowprices,goodservice,Grouponmarketingwillgostepbystep.2.Groupon’sprocessofgrowthGrouponhasarrivedinChina.OnMa
4、rch16ththeonline-couponfirm'snewsitethere--ajointventurewithTencent,thecountry’sbiggestinternetcompany--beganofferingdailydealssuchas75%offtheregularpriceofatriptoanindoorhot-springsresort.InitialsignswerethatChineseconsumerswillrushtosnapupGrouponoffers,astheyhaveinmanyotherpartsofth
5、eworld.In2009Grouponwasavirtualnobody,confinedtojust30Americancities,with120employees,2msubscribersandjust$33minrevenues.Bytheendof2010ithadbecomeaglobalsuccess,withmorethan4000staff,51msubscribersin565citiesworldwideand$760minrevenues.Thebasicideaisnothingnew.Consumerssignuptoreceive
6、offersfromlocalfirmsbye-maileachday,rangingfromrestaurantmealstopole-dancinglessons,atdiscountsofupto90%.ButGrouponmadevirtualcoupon-clippingexcitingby,first,havingoffersexpireafterjustafewhoursand,second,cancellingthemiftheydonotattractaminimumnumberofbuyers.Althoughthisrarelyhappens
7、,itinducesbuyerstospreadthewordamongfriendsandfamily,boostingtheuptake.Thedailyfrenzyhasalreadyspawnednewphrases,suchas“Grouponanxiety”—“thepreoccupationandfeelingofanxiousnessandnotbeingabletosleepknowingthatanewGrouponwillbereleasedafter1a.m.”,accordingtoTheUrbanDictionary,awebsitew
8、hicht
