郑州财经学院2021届毕业论文
分析
作者姓名：常雪芳
作者学号：012100170301
所属学院：电子商务学院
所学专业：电子商务
指导教师：王静
2021 年 3 月
毕业论文（设计）作者声明
本人郑重声明：所呈交的毕业论文是本人在导师的指导下独立进行研究所取得的研究成果。除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。
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本毕业论文内容不涉及国家机密。
论文题目：基于兴盛优选平台的社区团购营销策略分析
作者单位：电子商务学院
作者签名：
基于兴盛优选平台的社区团购营销策略分析
摘要：借助发展成熟的互联网经济和强大的社交媒体，社区团购成为电子商务发展的新方向，备受资
本的追捧。社区团购是指以社区为中心，由团长利用组织居民团购商品，消费者可以通过小程序下单，以低价购买生鲜，日用品等，平台根据订单配送商品，顾客第二天自提的一种购物模式。目前，社区团购竞争白热化，在发展的同时也面临许多争议，兴盛优选作为社区团购发展的佼佼者，其发展模式与营销策略值得研究。
本文主要采用文献研究法，理论研究法，案例分析法等研究方法，以兴盛优选为研究案例，通过分析兴盛优选的发展现状与发展模式，分析兴盛优选存在的问题，针对其问题提出针对性的模式优化建议与营销策略。本文认为，兴盛优选在运营上，受区域限制，难以跨区域运营；在产品上，竞争激烈，产品同质化严重；在供应链上，不能完全实现以销定采，只有平台可以做到，供应商不能，对于兴盛优选存在的问题，本文认为供应链是重点，营销策略保证，对于供应链问题，可以通过大数据分析计算指导采购，但需要时间与数据的沉淀，目前无法实现，还可以通过消费端，通过一定的营销策略使消费者养成计划消费的习惯。对于产品问题，通过产品差异化竞争，扩大产品覆盖范围，通过打造爆款商品，高频带低频，场景推荐等营销策略刺激消费者购买。
本文是以兴盛优选为案例，对当下社区团购的发展情况进行系统梳理；结合兴盛优选探讨社区团购存在的问题及解决方案；然后结合其存在的问题，为社区团购企业提出针对性的模式优化建议与营销对策，希望能为兴盛优选及社区团购企业的实际发展提供一些借鉴意义。
关键词：社区团购；兴盛优选；营销策略
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Marketing strategy analysis of community group buying based on Xingshengyouxuan platform
Abstract ：With the development of mature Internet economy and powerful social media, community group buying has become a new direction of e-commerce development, and is highly sought after by capital. Community group buying is a kind of shopping mode that takes the community as the center, and the team leader uses WeChat group to organize residents to buy goods. Consumers can place orders through small programs, and buy fresh and daily necessities at low prices. The platform delivers goods according to the orders, and the customers pick them up the next day. At present, the competition of community group buying is becoming more and more intense. At the same time, it also faces many controversies. As a leader in the development of community group buying, Xingshengyouxuan's development mode and marketing strategy are worth studying.
This paper mainly uses literature research, theoretical research, case analysis and other research methods, taking Xingshengyouxuan as the research case, through the analysis of the development status and development mode of Xingshengyouxuan, analyzes the existing problems of Xingshengyouxuan, and puts forward targeted mode optimization suggestions and marketing strategi
es. This paper argues that in terms of operation, Xingshengyouxuan is limited by regions, so it is difficult to operate across regions; in terms of products, competition is fierce, and product homogenization is serious; in terms of supply chain, it is impossible to fully realize the decision of sales and purchase, only the platform can do it, and suppliers cannot. For the existing problems of Xingshengyouxuan, this paper holds that the supply chain is the key, and the marketing strategy is the guarantee, It can guide purchasing through big data analysis and calculation, but it needs time and data precipitation, which cannot be realized at present. It can also make consumers form the habit of planned consumption
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through certain marketing strategies on the consumer side. For product problems, through product differentiation competition, expand product coverage, through the creation of popular goods, high frequency and low frequency, scene recommendation and other marketing strategies to stimulate consumers to buy.
Based on the case of Xingshengyouxuan, this paper systematically combs the current development of community group buying; combined with Xingshengyouxuan, it discusses the existing problems an
d solutions of community group buying; and then, combined with the existing problems, This paper puts forward targeted mode optimization suggestions and marketing countermeasures for community group buying enterprises, hoping to provide some reference for the actual development of Xingshengyouxuan and community group buying enterprises.
Key words: community group buying, xingshengyouxuan, marketing strategy
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社区团购平台
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