美团O2O营销模式和策略分析(3)
2.2 Research at home and aboard
In China, there are about 3 types of research. First, about O2O marketing model, as Study on O2O Marketing Model and Its Prospect in 2013 by Lu and Lee, which mainly introduce what is O2O and its present development situation in China, it talks about the concept and types of O2O and then analyze the marketing situation from sellers, customers and platforms (Lu, and Li, 2013, p. 98-101); Second, about Meituan marketing model, as Study on Meituan Marketing Model by Lee Zixuan, which is about its “4P” marketing model: marketing model focus on product, price, place and promotion; Third, about O2O and Groupon, as Study on GB Websites Based on O2O Marketing Model by He Lefei, which is about all GB websites, and takes the example of Dazhongdianping, he thinks, the GB websites should pay attention to word of mouth marketing and segment market(He, 2013).
There are two kinds of research of this aspect aboard. Jeff Jianfeng Wang, Xin Zhao and Julie Juan Li focus on online shopping, they wrote a passage named “Group Buying:A Strategic Form of Consumer Collective by” , “consumer collective is not initiated by brand affiliation or a consumption subculture, but by the need to discover desirable brand and obtain optimal products and services at favorable prices. Furthermore, GB empowers consumers to better protect their rights in an under- regulated market”(Wang, et al., 2013 p. 338-351); the other one is about consumer behavior, as Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes by Alexandru M. Degeratu(2001), Arvind RangasWamy(2010) and Jianan Wu(2013) talk about the factors which will affect consumers’ purchase behavior.
All these that mentioned above focus on theoretical research, not empirical research, existed research on Meituan O2O marketing model is rare.
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