基于团购消费心理的商家营销策略研究

Business Marketing Strategies Based on Online Group-Buying Psychology Research

摘要: 网络团购是消费者通过互联网自发组织起来以批量购买的方式向商家获得最优价格的一种购物方式。由于网络团购十分符合消费者求廉、求便、求新、从众等消费心理，网络团购蒸蒸日上，但也潜伏着许多问题。本文将分析团购消费的消费者心理和行为特点，寻求所存在问题的解决办法，让商家的团购营销策略与人们的团购消费心理有机契合，创造健康和谐的网络团购消费环境。

Abstract: Online group-buying is a way of purchase which is organized by consumers voluntarily in order to obtain the optimal price. Because it caters consumers’ psychologies of cheapie, convenience, fashion, conformity and so on, online group-buying is flourishing. However, there are numerous problems that we can’t turn a blind eye on them. This article will analyse online group-buying consumers’ characteristics of psychology and behavior, search for the solutions of problems exisiting, let merchants’ marketing strategies fit consumers’ psychology effectively, and create heal- thy and harmonious network group-buying consumption environment.