Research on the Influencing Factors of Service Group-buying Enterprise Marketing Competitiveness Based on Online Rating

This article studies the influencing factors of service group-buying enterprise marketing competitiveness based on the online rating. Firstly, on the basis of existing research results about the marketing competitiveness of group-buying enterprise and the features of service group-buying enterprise, the article analyzes the inscape of service marketing competitiveness of group-buying enterprise. Secondly, the article proposes hypotheses about service group-buying enterprise marketing competitiveness from seven aspects: the overall emotional polarity rating, the price rating, the service quality rating, the refund rating, the services quality of off-line businesses rating, the number of businesses rating, the reputation of service group-buying enterprise, and then builds multiple linear regression model. Finally, the article applies SPSS software to solve and analyze the established model, and reveals the significance of each influencing factor and verifies the original hypotheses, which points out how these factors influence the marketing competitiveness of service group-buying enterprise. The article has some certain guidance for the service group-buying enterprise to develop their marketing strategies.