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摘要：随着社会经济和文化水平的发展，中国的餐饮行业市场竞争的形势也在发生一些新的变化。把握这种变化趋势，研究制定正确的对策，对餐饮企业来说是至关重要的。随着网络技术的不断发展，人们对于先进的网络技术所产生的需求越来越多“团购”一词则广泛的出现。不难理解，“团购”则是更多的消费，满足企业经济利益的同时也拉动经济的发展。在中国乃至世界刮起了一股消费潮流的热风。团购在经历了过去两年的风起云涌之后，已经得到了普遍接受和越来越好的应用。目前，团购已成为一种新的消费方式，同时成为了餐饮行业等生活服务行业的一个革命性的利器。它已经将餐饮化信息传播推到了一个高峰，团购对餐饮业产生了巨大影响，这是毫无疑问的。但是作为一种新兴的营销方式还有着许多的不足，本文通过结合中国餐饮业的特点对餐饮行业团购发展现状进行分析，为其发展新的知识和信息时代发展潮流下更好的了解自身的优劣势，扬长避短，取其精华，更好的促进经济的发展。50554
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毕业论文关键词：消费 餐饮团购 网络团购 新的营销方式
Research on the development status of the catering industry China group purchase
——In order to Wowo Tuan as an example
Abstract: With the development of socio-economic and cultural level, competition in the market situation in China's catering industry is also undergoing some new changes. Grasp this trend, research to develop the right strategies, to food and beverage companies is essential, with the continuous development of network technology. People demand for advanced network technology produced more and more "buy" term is widely appear. Difficult to understand. "Buy" is more spending, to meet the economic interests of enterprises, while also stimulating economic development. In China and the world blew up a consumer trend of hot air. Customers experienced surging past two years, the program has been widely accepted and more and better applications. At present, the buy has become a new consumption patterns, colleagues become a food and beverage industry and other life service industry's revolutionary weapon. It has restaurants of pushing information to a mechanism, buy catering industry had a tremendous impact, which is not in doubt. But as a new marketing approach still has many shortcomings, the paper combining the characteristics of China's catering industry to analyze the status of the development of the food industry to buy, for the development of new knowledge and the development trend of the information age at a better understanding of their advantages weaknesses, weaknesses, its essence, to better promote economic development.
Keywords: Consumption Catering Group purchase Network
目录
一、引言 1
二、相关理论研究回顾 1
（一）电子商务——C2B 1
（二）C2B与团购的关系 2
（三）主流的几大国内餐饮团购网站 3
三、餐饮行业团购现状分析 4
（一）餐饮团购的现状 4
（二）餐饮团购适合人群 5
（三）餐饮团购优势、劣势及问题 7
（四）餐饮团购存在的风险 8
（五）团购应对风险的措施 10
四、窝窝团的营销策略 12
（一）窝窝团购的现状 12
（二）窝窝团有独特的“深度营销”能力 13
（三）窝窝对待团购行业的问题 14
（四）对窝窝团营销策略的建议 15