近年来互联网浪潮席卷全球，互联网突破空间局限。移动互联网的诞生促 使互联网进入生产、生活、销售各个领域。移动互联网兼备移动的随地随身随 时特点与互联网互动、分享、开放的优势。社交软件出现加速移动互联网深度 融合，衍生出各种新型的营销模式，其中社群营销模式备受瞩目。国内学者及 业界人士对社群营销模式的研究尚未系统化，众多电商平台无理论基础借鉴而 举步维艰，建立适应社交电商平台需求的社群营销模式就尤为重要。 Y公司电商平台是社交电商平台，2015年5月正式上线，2019年5月3日 成功在美国上市。本论文以Y公司电商平台社群营销模式为研究对象，运用文 献分析法、个案研究法对社群营销模式等相关理论进行梳理，介绍Y公司电商 平台总体情况，结合Y公司电商平台社群营销模式现状分析、社群营销模式区 别于传统电商平台模式的人货场重新洗牌、低成本引流与去中心化的三点差异 分析，提出Y公司电商平台社群营销模式存在社群营销模式容易走进误区，社 群营销模式容易忽视线下社群建设，社群营销模式容易产生难以控制的负面效 应以及社群营销模式容易被模仿这四个问题，运用PEST模型对平台宏观政治、 经济、社会和技术环境分析和用SWOT模型对平台所处微观优势、劣势、机会 和威胁环境分析，继而引出本文研究重点Y公司电商平台社群营销模式优化。 本论文的社群营销模式优化方案建立在社群营销模式优化的原则基础上，设定 深化品牌营销模式的短期目标、深化体验营销模式的中期目标以及深化文化营 销模式的长期目标，提出社群营销应以企业正确管理机制与强大的供应链体系 做核心机身保障，搭配线上社群战略升级与线下社群实体建设双机翼支撑，将 消费者需求作为飞行目标方向的“一机双翼一目标”优化模式。通过对社群营 销模式优化为Y企业可持续发展提供指导方向，为电商平台企业完善社群营销 模式提供借鉴。 关键词：Y公司电商平台社群营销营销模式 III Abstract Inrecentyears,theInternetwavessweeptheworldandbreakspacelimitations. ThebirthofmobileInternetmakestheInternetenterintothefieldsofproduction,life andsales.MobileInternethasthecharacteristicsofmobileanywhereandanytime,as wellastheadvantagesofinteraction,sharingandopenness.Theemergenceofsocial softwareacceleratesthedeepintegrationofmobileInternet,anddevelopvariousnew marketingmodes.Thesocialmarketingmodeattractsmuchattentioninparticular.It seemsthatthereisinsufficientresearchoncommunitymarketingmodeconductedby domesticscholarsandprofessionals.Thereisalackofsystematiccommunity marketingmodeyet.Duetoinadequatetheoreticalbases,whichareusedfor reference,manye-commerceplatformsarestruggling.Establishingasocial marketingmodeltomeettheneedsofsociale-commerceplatformwillbeessential foracademiaandtheindustry. Thee-commerceplatformofYcompanyisasociale-commerceplatform,which wasofficiallylaunchedinMay2015andsuccessfullylaunchedintheUnitedStates onMay3,2019.ThestudytakesthecommunitymarketingmodelofYcompany’s e-commerceplatformastheresearchobject.Literatureanalysisandcasestudywere usedtosortoutrelevanttheoriessuchascommunitymarketingmodel.Thestudy introducestheoverallsituationofthee-commerceplatformofYcompanyandmainly analyzesthecurrentsituationofcommunitymarketingmodeofe-commerceplatform ofYcompany.Ycompany’sCommunitymarketingmodeldiffersfromthetraditional electricbusinessplatform.Thestudyanalyzesthreedifferences.Ycompany reshufflesitscustomersandcommodities,low-coststrategiesandthedecentralization. Thestudydiscoversfourproblems.Thecommunitymarketingmodelofe-commerce platformscanbemisleading.Offlinecommunityconstructionseemstobeignoredif thecommunitymarketingmodelisused.Thecommunitymarketingmodeleasily triggersnegativeeffects,whichisdifficulttobecontrolled.Thecommunity marketingmodeliseasytobeimitated.ThestudyalsodiscussesYcompany’s IV e-commerceplatformfrommacropolitical,economic,socialandtechnical environmentaspectsusingthePESTmodel.Accordingtothee-commerceplatform, thestudyfurtheraddressespointsfrommicrostrengths,weaknesses,opportunities andthreatsbyusingtheSWOTmodel.Thus,theoptimizationofYcompany’s e-commerceplatform,whichincludetherightmanagementmechanism,strongsupply chainsystem,strategiconlinecommunityupgradingandsupportingoffline communityentityconstruction,canbeseeninthisstudy.Basedoncommunity marketingmodeloptimization,thecommunitymarketingmodelofthisstudy developsitsprincipleofoptimizationscheme.Theshort-termgoalincludes deepeningbrandmarketingmodel.Themedium-termgoaltargetsatimprovingthe experiencemarketingmodel.Thelong-termgoalaimsatculturalmarketingmodel. TheoptimizationofYcompany’se-commerceplatformcentersconsumers’demand. Theoptimizationschemeofcommunitymarketingmodeprovidesguidanceforthe sustainabledevelopmentofYcompanyandprovidesreferencefore-commerce platformenterprisestoimprovecommunitymarketingmode. KeyWords：YcompanyElectricbusinessplatformSocialnetwork marketingMarketingmodel V 目录 第1章绪论...............................................................................................................1 1.1研究背景..........................................................................................................1 1.2研究意义..........................................................................................................2 1.3电商平台社群营销模式国内外研究综述......................................................2 1.3.1电商平台社群营销模式国外研究综述...................................................2 1.3.2电商平台社群营销模式国内研究综述...................................................5 1.4研究方法与基本研究思路..............................................................................7 1.4.1研究方法...................................................................................................7 1.4.2基本研究思路...........................................................................................8 第2章研究概念界定与理论基础.........................................................................10 2.1研究概念界定................................................................................................10 2.1.1电商平台.................................................................................................10 2.1.2营销模式..................................................................................................11 2.1.3社群营销..................................................................................................11 2.2理论基础.........................................................................................................11 2.2.1电子商务理论..........................................................................................11 2.2.2营销理论.................................................................................................13 2.2.3社群营销理论.........................................................................................16 2.2.4营销模式理论.........................................................................................18 2.3营销分析工具................................................................................................20 2.3.1PEST分析工具.......................................................................................20 2.3.2SWOT分析工具.....................................................................................21 2.4本章小结........................................................................................................21 第3章Y公司电商平台社群营销模式的现状及存在的问题分析......................22 3.1Y公司电商平台简介及发展现状.................................................................22 3.1.1平台模式介绍.........................................................................................22 3.1.2新直销模式下的消费商概念.................................................................23 VI 3.1.3借助公益性进行文化营销模式.............................................................24 3.1.4Y公司电商平台发展现状......................................................................25 3.2Y公司电商平台社群营销模式.....................................................................27 3.2.1社群营销模式实现对“人、货、场”重新洗牌.................................27 3.2.2社群营销模式裂变实现以点及面的低成本引流.................................29 3.2.3社群营销成为去中心化网络传播载体.................................................30 3.3Y公司电商平台社群营销模式存在的问题分