移动互联网高速发展的今天，信息传播渠道得到了极大的扩充与拓展，与此相对应 的各种新兴的营销和体验模式层出不穷。“社交”和“电商”这两大模块逐渐融合，形 成了一种新的营销模式。关注、分享、沟通、讨论等社交化鞥多元素越来越被运用在电 子商务交易过程中。社交电商将消费者在传统购物场景中的购买决策流程过程集中汇集 到一起，通过社交化的工具、社交化媒体来集聚和完成交易。社交电商依靠人际关系及 熟人网络实现裂变式增长，在有效传播的同时降低获客成本，用户规模也随之而急速扩 大。在目前商品种类极度丰富的现代化社会，市场被不断的细化再细分，垂直细分市场 也再不断被瓜分和挑战新的精细化程度。在这个大环境和背景下，高校市场广阔，消费 潜力巨大，且由于校园市场的特殊性，极易形成口碑传播，另外校园文化具有其独特性， 且目前市场产品的进入性较少，高校聚类人群市场无论是现在还是未来都极具价值。 文章基于营销策略选择分析，以STP理论为基础，从市场细分、目标市场选择、市 场定位三个维度，对LX公司进入高校市场的营销策略进行了全面的分析，分析了LX 公司自身的优劣势、面临的威胁和发展机遇，并立足现今行业内外部环境的复杂性，从 宏观和微观两种不同的环境前提出发分析了企业对校园聚类人群营销策略的选择，对 LX公司在营销策略的选择上具有重要意义和参考价值。同时针对LX在高校市场进入 社交电商平台的新策略-C位圈为工具进行市场和进入机会分析，从目标市场、目标客户 出发，通过不同的营销策略方式研究C 位圈的平台战略。以期对供应链类的企业在聚 类人群中搭建平台对整体品牌影响力和产品营销力有一定的指导和借鉴意义，并为其他 类似企业评估发展社交电子商务平台以及纯平台在打造校园聚类人群市场营销策略能 够有一定的参考价值与意义。 关键词：社交电商，市场细分，目标市场，市场定位 III ABSTRACT Today, with the rapid development of mobile Internet, information communication channels have been greatly expanded and expanded, and a variety of new marketing and experience models are emerging in an endless stream. The two modules of "social" and "e-commerce" are gradually integrated, forming a new marketing model. Attention, sharing, communication, discussion and other social elements are increasingly used in e-commerce transaction process. Social e-commerce brings together consumers' purchase decision-making process in traditional shopping scenarios, and gathers and completes transactions through social tools and social media. Social e-commerce relies on interpersonal relationship and acquaintance network to achieve fission growth, which reduces the cost of customer acquisition while effectively spreading, and the scale of users also expands rapidly. In the modern society with extremely rich commodity types, the market is continuously refined, and then subdivided, and the vertical subdivided market is constantly divided and challenged to a new degree of refinement. In this environment and background, the market of colleges and universities is vast, and the consumption potential is huge. Because of the particularity of the campus market, it is easy to form word-of-mouth communication, the uniqueness of campus culture, and the less access to the current market products, the clustering crowd market of colleges and universities is of great value both now and in the future. Based on the analysis of marketing strategy selection and STP theory, this paper analyzes the marketing strategy of LX company entering college market from three dimensions of market segmentation, proper market target and market positioning, analyzes its own advantages and disadvantages, threats and development opportunities, and based on the complexity of the internal and external environment of the industry. It is of great significance and value for enterprises to evaluate the marketing strategy of campus clustering group from the perspective of macro and micro environment. The paper also analyzes the market and access opportunities of LX's new strategy of entering social e-commerce platform in college market, which is called "c-circle". It also analyzes the platform strategy of "c-circle" from the perspective of target market and target customers, using different marketing strategies. From the present to the future, we can see whether the construction of supply chain enterprises' own platform has enough significance and value IV for their overall brand influence and product marketing power in a cluster population. It provides some reference value and significance for other similar enterprises to evaluate and develop social e-commerce platform and pure platform in building marketing strategy of campus clustering crowd. KEY WORDS: Social e-commerce, market segmentation, target market, market positioning V 目 录 摘要 ........................................................................................................................................... I ABSTRACT ............................................................................................................................. III 1 绪论 ........................................................................................................................................ 1 1.1 研究背景及意义 .......................................................................................................... 1 1.1.1 研究背景 ............................................................................................................ 1 1.1.2研究意义 ............................................................................................................. 3 1.2 研究内容与研究方法 .................................................................................................. 4 1.2.1 研究内容 ............................................................................................................ 4 1.2.2 研究方法 ............................................................................................................ 5 1.3 创新点 .......................................................................................................................... 6 2 理论基础与文献综述 ............................................................................................................ 7 2.1 理论基础 ...................................................................................................................... 7 2.1.1 STP理论的含义 ................................................................................................. 7 2.1.2 市场细分 ............................................................................................................ 8 2.1.3 目标市场选择 .................................................................................................. 10 2.1.4 市场定位 .......................................................................................................... 10 2.2 文献综述 .................................................................................................................... 11 2.2.1 社群经济相关研究 .......................................................................................... 11 2.2.2 社交电商营销战略相关研究 .......................................................................... 13 2.2.3 文献述评 .......................................................................................................... 14 3 LX社交电商平台进入高校市场营销环境分析 ................................................................. 17 3.1 LX高校市场的宏观环境分析 ................................................................................... 17 3.1.1 经济环境分析 .................................................................................................. 17 3.1.2 技术环境分析 .................................................................................................. 18 3.1.3 高校文化环境分析 .......................................................................................... 22 3.2 LX社交电商进入高校市场的微观环境分析 ........................................................... 24 VI 3.2.1 高校市场主要竞争者分析 .............................................................................. 24 3.2.2 内容式社交电商主要竞争者分析 .................................................................. 25 3.2.3 顾