【作者】 王玥；

【导师】 印重；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 新冠肺炎病毒疫情已经持续了两年多,它虽然给中国经济社会带来了沉重的打击,但也推动了5G、人工智能、智慧城市建设等技术、新产业、新网络平台的迅速发展,使得社区团购、在线教育、远程医疗等新兴服务更加普及。2000年至今,中国社会消费品零售总额始终维持着增长的趋势,而在2021年新冠肺炎疫情的影响下,这一数字又有了显著的回升,到达了44.1万亿元。在这一年中,消费者支出对国内经济社会发展的贡献率超过了65.4%,带动GDP增长率超过了5.3个百分点,形成经济社会发展的最重要原动力。社区团购是一个以邻里和熟人社会关系为依托,以本地化、区域化、小众化、网格化的团购消费模式,利用“预售+次日达+自提”方式,为用户提供更多的选择和优惠。随着移动互联网、微信生态及移动支付的发展,社区团购已经成为一个新型的零售模式。社区团购是一个以人际交往为基本的流量入口,它不仅可以提供优质的产品,还可以通过建立良好的口碑和信任关系来培养忠诚度和复购率。与传统电商相比,社区团购更具有温度和人情味。通过对LXM社区团购平台的案例调查研究,结合基础理论、数据对比分析以及营销管理理论,发现该平台在发展过程中存在四个方面的不足,这些不足会对其营销发展产生重大影响,从而限制其发展。(1)内容缺乏价值和持续性;(2)社群运营管理机制不健全;(3)第三方物流体验差;(4)用户忠诚度差。针对LXM社区团购平台存在的不足,分析LXM社区团购平台存在缺乏主观性、控制目标不明确、供应链体系不完善、用户连接互交体验差的原因。当下的社区团购模式适合运用市场营销相关理论作为基础,例如:目标市场理论、7Ps理论、4Rs理论,提出对LXM社区团购平台营销策略的实施保障。具体内容有:(1)管理体系保障:平台、团长、第三方物流等部门要明确分工且权责分明;做到定期交流,确保工作的流畅性与协调性。(2)供应链管理保障:通过完善信息共享系统,有助于深化平台与供应商形成战略合作关系,整合实体店与第三方电商平台相关数据。(3)人力资源保障;增加人力资源的储备,特别是计算机、网络优化方面的人才从而确保线上平台系统的流畅性;优化培训系统,建立合理的绩效考评体系,提高团长专业水平并激发他们的营销积极性。(4)风险管理保障:平台建立健全的风险监测与防范系统,有利于加强平台风险防范意识,加强平台与第三方供应商的操作规范,最大限度的降低LXM社区团购平台发生风险的可能性。(5)企业文化保障:一个企业发展最为关键的因素就是企业文化,它充分反应企业的核心价值观,并且对经营管理和合作效率都有很大帮助。(6)计划实施保障:根据LXM社区团购平台目前的营销策略、价格策略、渠道策略等制定出平台未来三年的目标与规划,帮助企业明确未来工作重心与方向。通过营销组合理论的分析研究,有针对性的对平台现有问题进行改进,从而改善平台营销发展现状。LXM社区团购平台目前所面临的挑战,可能会成为未来行业发展的重要课题。因此,本研究旨在通过对LXM社区团购平台的实践案例分析,为行业发展提供有效的参考建议。更多还原

【Abstract】 The COVID-19 epidemic has lasted for more than two years.Although it has dealt a heavy blow to China’s economy and society,it has also promoted the rapid development of technologies,new industries and new online platforms such as 5G,artificial intelligence and smart city construction,and made emerging services such as community group-buying,online education and telemedicine more popular.Since 2000,China’s total retail sales of consumer goods have maintained a growing trend.However,under the influence of the novel coronavirus epidemic in2021,the figure has rebounded significantly,reaching 44.1 trillion yuan.In the past year,consumer spending contributed more than 65.4 percent to China’s economic and social development,driving GDP growth by more than 5.3 percentage points and becoming the most important driving force for economic and social development.Community group buying is a group buying consumption model based on social relations between neighbors and acquaintances,and based on localization,regionalization,niche and grid.It provides users with more choices and discounts by means of "pre-sale + next-day delivery + self-pickup".With the development of mobile Internet,wechat ecosystem and mobile payment,community group-buying has become a new retail model.Community group buying is a traffic entry based on interpersonal communication.It can not only provide high-quality products,but also cultivate loyalty and repurchase rate by establishing good reputation and trust relationship.Compared with traditional e-commerce,community group-buying has more warmth and human touch.Through the case study of LXM community group-buying platform,combined with basic theory,comparative analysis of data and marketing management theory,it is found that there are four deficiencies in the development process of the platform,which will have a significant impact on its marketing development,resulting in restrictions on its development.(1)The content lacks value and continuity;(2)The community operation and management mechanism is not sound;(3)Poor third-party logistics experience;(4)Poor user loyalty.In view of the shortcomings of the LXM community group buying platform,this paper analyzes the reasons for the lack of subjectivity,unclear control objectives,imperfect supply chain system and poor user connection and interaction experience.The current community group-buying model is suitable to use relevant marketing theories as the basis,such as target market theory,7Ps theory and 4Rs theory,to propose the implementation guarantee for the marketing strategy of LXM community group-buying platform.The specific contents include:(1)management system guarantee: platform,head,third-party logistics and other departments should have clear division of labor and clear rights and responsibilities;Communicate regularly to ensure smooth and coordinated work.(2)Supply chain management guarantee: By improving the information sharing system,it is helpful to deepen the strategic cooperative relationship between the platform and suppliers,and integrate relevant data of physical stores and third-party e-commerce platforms.(3)Guarantee of human resources;Increase the reserve of human resources,especially in computer and network optimization to ensure the fluency of online platform system;Optimize the training system,establish a reasonable performance evaluation system,improve the professional level of heads and stimulate their marketing enthusiasm.(4)Risk management guarantee: The establishment of a sound risk monitoring and prevention system on the platform is conducive to strengthening the awareness of risk prevention on the platform,strengthening the operational norms between the platform and third-party suppliers,and minimizing the possibility of risks occurring on the LXM community group buying platform.(5)Guarantee of corporate culture: the most critical factor for the development of an enterprise is corporate culture,which fully reflects the core values of the enterprise and is of great help to operation,management and cooperation efficiency.(6)Guarantee of plan implementation: According to the current marketing strategy,price strategy and channel strategy of the LXM community group-buying platform,formulate the goals and plans of the platform in the next three years to help the enterprise to clarify the focus and direction of the future work.Through the analysis and research of marketing mix theory,the existing problems of the platform are improved,so as to improve the development status of the platform marketing.The current challenges facing LXM community group-buying platform may become an important topic for the future development of the industry.Therefore,this study aims to provide effective reference suggestions for the development of the industry through the case analysis of the LXM community group-buying platform.更多还原