摘要:国内团购网站自2010年上半年进入人们的视线，并成为了电子商务的重要组成部分，团购网站自其出现之时，便受到了电商的热捧，在行业内掀起了团购网的创业热潮，一时间，“千团大战”的场面异常火热，然而，由于种种原因，行业存在诸多乱象，这也导致了2011年下半年团购网的“倒闭潮”。从快速发展到快速回落再到2012年以来的平稳发展，团购行业仍然存在诸多问题的限制，因此，对团购行业的发展进行分析，总结行业发展问题，并提出针对性对策已成为行业发展的关键。
本文以QQ团购为研究对象，运用市场营销学及管理学的相关知识，结合主要文献及数据，从团购网站的定义、发展及影响出发，结合中国团购网站的发展现状，对以QQ团购为例的团购网站发展中存在的问题进行了总结与分析，并根据问题提出了相关对策，本文以理论指导实际，得出结论，并对全文进行总结。本文的研究旨在促进团购网站的发展，并为团购行业的发展提供优化及规范性建议。本文全文共分为六章。
关键词：团购网站 市场营销 QQ团购 问题 对策
ABSTRACT:Domestic group purchase site since the first half of 2010 into the line of sight of people, and has become an important part of electronic commerce, group purchase site since the time of emergence, the dealer Repeng, started the group purchase network poineering upsurge, in the industry for a time, "a thousand regiments" unusually unpopular scene, however, due to various reasons, the industry has many problems, which led to the first half of the "group purchase closures in 2011". The rapid decline and then to steady development since 2012 from the rapid development, there are still many problems of group purchase industry limited, therefore, analysis the development of group purchase industry, summarizes the development of industry, and puts forward the countermeasures has become the key to the development of the industry.
Based on the QQ group purchase as the research object, by using knowledge of marketing and management, combined with the literature and data, starting from the definition, development and influence of group purchase website, combined with the Chinese group purchase website industry background, has carried on the summary and the analysis of existed in the QQ group purchase group purchase website as an example of the problems in the process of development, and put forward relevant countermeasures according to the problems, this paper using theories to guide practice, draws the conclusion, and sums up the whole thesis. This study aims to promote the development of group purchase website, and provide optimization and normative recommendations for the development of group purchase industry. This thesis is divided into six chapters.
Keywords: Group buying；Marketing；QQ group buying；Problems；Countermeasures
