I 摘要 随着二胎政策的完全开放，家庭对于孩童的支出占比越来越高，新生代父母 对于孩童的支出意愿和意识也在不断升级。在良好的政策环境下， 跨境母婴电商 迎来了良好的发展，但这一备受瞩目的领域随之而来的就是资本的不断涌入，目 前跨境母婴电商的竞争已经达到了最高潮。 随着各大电商的营销手段、产品内容同 质化程度越来越高，消费者的黏性越 来越低，另外，竞争出现短期化问题，大部分商家只顾及眼前行为，没有持续发 展的意识。如果不改变营销思维，制定新的营销策略，这些 企业将很难继续生存。 因此，本文以国内最大的跨境母婴电商平台之一的M平台为例，以解决其现 有营销问题和构建新的社群营销策略为研究导向，首先分析了跨境电商及相关营 销的理论，为本文奠定理论基础，进而对M平台营销现状进行分析并从中总结其 营销中存在的问题，接着通过分析M平台的外部环境、网购市场和竞争环境进行 分析，从而对整体 的环境有一个全面的掌握，结合网购市场分析认为M平台应在 优化传统营销策略的基础上，以“社群营销”为突破点，通过多种社群营销策略 改善解决用户流失的问题，从而打破 跨境母婴市场的“红海竞争”局面，而良好 的社群营销需要建立在消费者需求的基础上，因此本文继续分析了跨境母婴消费 者特征，从而确定了M平台的目标市场，并提出提升品 牌度的社群优化策略、丰 富社群经济渠道、降低获客成本，品牌营销传播策略和客户关系营销策略，现有 的社群营销策略不仅为M平台构建了初步的社群营销方案，并且解决了现 有营销 中的产品问题、服务问题和用户问题。 现代企业的营销首先要明确企业营销的市场和针对群体，继而制定有针对性、 完善且合理的营销策略，从而提高自身的综合竞争力 ，并抢占更多的市场份额。 同时也希望本文的研究可以为同行业企业发展提供参考和借鉴。 关键词：M平台，跨境母婴电商，营销策略，社群营销 ABSTRACT II ABSTRACT With the complete opening up of the second child policy, the proportion of families spending on children is getting higher and higher, and the willingness and awareness of the new generation of parents to spend on children is also escalating. Under a good policy environment, cross-border mother and baby e-commerce has ushered in good development, but this high-profile area is accompanied by the continuous influx of capital, and the current cross-border mother and baby e-commerce competition has already Reached the climax. As the marketing methods and product content of the major e-commerce companies are becoming more and more homogenous, the viscosity of consumers is becoming lower and lower. In addition, short-term competition problems have occurred. Consciousness. If you do not change your marketing thinking and formulate new marketing strategies, these companies will have difficulty surviving. Therefore, this article takes the M platform, one of the largest cross-border mother and infant e-commerce platforms in China as an example, to solve its existing marketing problems and build a new community marketing strategy as a research guide, first analyzes cross-border e-commerce and related The theory of marketing lays the theoretical foundation for this article, and then analyzes the marketing status of M platform and summarizes the problems in its marketing, then analyzes the external environment, online shopping market and competitive environment of M platform to analyze the overall environment There is a comprehensive grasp, combined with the online shopping market analysis that the M platform should be based on the optimization of traditional marketing strategies, with "community marketing" as a breakthrough point, through a variety of community marketing strategies to improve the solution to the problem of user churn, thus breaking the cross The "Red Sea Competition" situation of the border mother and baby market, and good community marketing needs to be based on consumer demand, so this article continues to analyze the characteristics of cross-border mother and infant consumers, thereby determining the target market of the M platform, and Put forward community optimization strategies to enhance branding, enrich community economic channels, reduce customer acquisition costs, and brand marketing communication strategies Customer relationship ABSTRACT III marketing strategy, marketing strategy not only existing community building platform for the M initial community marketing program, and to solve the problems existing product marketing, and service issues and user problems. The marketing of modern enterprises must first clarify the market and target groups of enterprise marketing, and then formulate targeted, perfect and reasonable marketing strategies, so as to improve their comprehensive competitiveness and seize more market share. At the same time, I hope that the research in this article can provide reference and reference for the development of enterprises in the same industry. Keywords: M platform, cross border mother and child e-commerce, marketing strategy, community marketing 目 录 IV 目 录 第一章 绪 论 .................................................................................................................. 1 1.1 硏究背景及研究意义 ......................................................................................... 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究意义 .................................................................................................. 2 1.2 研究方法 ............................................................................................................. 2 1.3 研究思路与内容 ................................................................................................. 2 第二章 理论基础及研究现状 ........................................................................................ 4 2.1 跨境电商的含义及特点 ..................................................................................... 4 2.1.1 跨境电商的含义 ...................................................................................... 4 2.1.2 跨境电商的特点 ...................................................................................... 4 2.1.3 跨境电商的类型 ...................................................................................... 7 2.2 关于营销理论的研究 ......................................................................................... 7 2.2.1 STP理论 ................................................................................................... 7 2.2.2 关于消费者行为理论的研究 .................................................................. 8 2.2.3 社群营销理论 .......................................................................................... 9 2.2.4 社群营销理论在跨境电商中应用的适应性分析 ................................ 10 2.3 国内外研究现状 ................................................................................................ 11 2.3.1 国外研究现状 ......................................................................................... 11 2.3.2 国内研究现状 ........................................................................................ 13 2.3.3 简要评述 ................................................................................................ 15 第三章 M跨境母婴电商平台营销现状及存在的问题 .............................................. 16 3.1 M平台概况及营销现状分析 ........................................................................... 16 3.1.1 M平台概况 ............................................................................................. 16 3.1.2 M平台营销现状 ..................................................................................... 16 3.2 M 跨境电商平台营销中存在的问题 .............................................................. 17 3.2.1 产品问题 ................................................................................................ 17 3.2.2 服务问题 ................................................................................................ 18 3.2.3 用户问题 ..............................................................................