据CNNIC第45次报告，截至2020年3月，中国的手机网民已达9.04亿， 随着互联网网民新增放缓，三线以下城乡下沉市场成为新增用户主要来源，国家 统计局数据显示，中国国民经济增长的动力也正由发达的地区向着中西部下沉市 场地区转移， “下沉化” 已成目前来电商行业营销重点，如何在三线以下城乡 下沉市场进行电商精准营销是一个重要研究课题。由于三线以下城乡市场中口碑 传播是最传统常见的传播方式，因此针对三线以下城乡用户消费习惯及文化背景 和传播方式，制定有效可行的口碑营销策略也是目前电商行业研究的方向。 本文研究目的是对掌购电商公司口碑营销策略进行优化，通过完善目前口 碑营销策略的不足，改善目前该公司营销成本过高、新增用户放缓的现状。文 章通过分析公司口碑营销现状及其竞争力分析，结合传播学，口碑营销、意见 领袖理论，农村消费者行为等文献研究，通过二手数据法，问卷调查法及文献 研究法对公司目前口碑营销策略和效果进行诊断，分析现有口碑营销问题与成 因，根据下沉市场用户消费习惯、行业环境竞争力及自身优势等制定口碑营销 优化策略，包括产品及服务优化，建立口碑传播机制等，解决企业目前营销困 境，提高企业在下沉市场中的综合实力和竞争力。 文章共分七章：第一章节主要说明研究背景、研究目的和研究方法，介绍 研究内容与思路、研究路线图等；第二章节介绍研究涉及的口碑营销、传播学 的相关理论及相关概念等；第三章节介绍掌购电商公司及下沉市场口碑营销现 状与不足和问题成因分析。第四章节介绍行业环境及竞争力分析，第五章制定 掌购电商公司下沉市场口碑营销优化策略。第六章节是掌购口碑营销优化策略 的实施落地方案与优化策略所需的支持与保障；最后一章为总结与展望。 目前口碑营销的研究较多，但针对电商在城乡下沉市场的口碑营销研究相 对较少，本文希望通过掌购公司在城乡下沉市场口碑营销策略的优化，解决企 业营销困境，让口碑营销的优势在下沉市场中得到充分发挥，也希望为其他电 商行业在下沉市场中口碑营销策略的应用提供更多营销建议与思路。 关键词：掌购电商公司，电子商务，口碑营销，营销策略，下沉市场 MBA学位论文 作者：李秀英 掌购公司针对城乡下沉市场的口碑营销策略优化研究 II Research on the Optimization of Word-of-Mouth Marketing Strategy for Urban and Rural Sinking Markets in ZG E-commerce Company Abstract According to the 45th report of CNNIC,as of March 2020, a total of 904 million Chinese people used mobile phones to surf the internet, It is an indisputable fact that the demographic dividend disappeared and the growth of netizens slowed down. The competition of e-commerce in the first and second tier cities is very fierce. The trend is to penetrate the urban and rural sinking market in the lower-tier cities. The statistical report shows the driving force of China's national economic growth is shifting from the developed regions to the central and western regions, most of which are urban and rural sinking markets in the lower-tier cities. How to conduct proper marketing for the urban and rural markets in the lower-tier cities has become an important research topic. As word-of-mouth communication is the most traditional and common marketing way for urban and rural markets in the lower-tier cities, developing an effective and feasible word-of-mouth marketing strategy based on such user’s cultural background is also very important for e-commerce companies. This article describes how to optimize the word-of-mouth marketing, reduce marketing cost, improve profit and increase new users in ZG e-commerce company. The article diagnoses the company's current word-of-mouth marketing strategy and influence, by analyzing the company’s marketing status and competition, as well as combining with literature research in communication, word-of-mouth marketing, opinion leader theory, rural consumer behavior, etc., The second-hand data method, questionnaire survey method and literature research method were used. It analyzes the existing word-of-mouth marketing problems, and then develop the optimization strategies based on sinking market's consumer habits, industry environmental competition and its own advantages, including product and service MBA学位论文 作者：李秀英 掌购公司针对城乡下沉市场的口碑营销策略优化研究 III optimization, and establishment of word-of-mouth communication mechanisms to solve current marketing dilemmas, and improve competition in the sinking market. The article is divided into seven parts: Chapter 1 describes the research’s background, purpose, significance and methods, and briefly introduces the research content, research ideas and framework; Chapter 2 summarizes the marketing theory, relevant literature and concepts which the research is based on; Chapter 3 introduces the current situation and problems of ZG company and sinking market word-of-mouth marketing. Chapter 4 is competitiveness and industry analysis. Chapter 5 develops the specific optimization strategy for word-of-mouth marketing in the sinking market. Chapter 6 introduces the how to implement the optimization strategy; Chapter 7 gives the research conclusion and an outlook . Summary: As an efficient and low-cost marketing method, word-of-mouth marketing is very suitable for urban and rural markets in the lower-tier cities. At present, there are many researches on word-of-mouth marketing, but seldom on it for urban and rural users. This article is designed to solve the marketing dilemma, maximize the advantages of word-of-mouth marketing in the sinking market, and provide theories, strategies and new ideas for other e-commerce companies by developing the optimization strategy for ZG E-commerce Company's word-of-mouth marketing among urban and rural users. Key words: ZG E-commerce Company, E-commerce, Word-of-mouth marketing, marketing strategy, Sinking Market MBA学位论文 作者：李秀英 掌购公司针对城乡下沉市场的口碑营销策略优化研究 IV 目 录 中文摘要 ................................................. I Abstract ................................................. II 第一章 绪论 ............................................. 1 1.1研究背景与意义 .............................................. 1 1.1.1 研究背景 ................................................ 1 1.1.2 研究意义 ................................................ 3 1.2研究内容和方法 .............................................. 4 1.2.1 研究内容 ................................................ 4 1.2.2 研究方法 ................................................ 5 1.3研究思路与框架 .............................................. 5 1.3.1 研究思路 ................................................ 5 1.3.2 研究路线图 .............................................. 7 第二章 相关理论基础 ..................................... 8 2.1 基本概念 .................................................... 8 2.2 口碑营销相关理论 ............................................ 8 2.2.1 口碑理论 ................................................ 8 2.2.2 口碑营销理论 ........................................... 11 2.2.3 创新扩散理论 ........................................... 11 2.3本文相关其他概念和研究 ..................................... 12 2.3.1 意见领袖 ............................................... 12 2.3.2 农村消费者消费心理及行为 ............................... 13 第三章 掌购公司下沉市场的口碑营销策略现状及成因分析 ..... 15 3.1 掌购公司概况 .............................................. 15 3.1.1 公司简介 ............................................... 15 3.1.2 经营理念 ............................................... 17 3.1.3 营销概况 ............................................... 18 MBA学位论文 作者：李秀英 掌购公司针对城乡下沉市场的口碑营销策略优化研究 V 3.2 掌购公司下沉市场口碑营销现状 .............................. 20 3.2.1 掌购下沉市场概况介绍 ................................... 20 3.2.2 掌购选择口碑营销策略的原因分析 ......................... 21 3.2.3 掌购目前下沉市场口碑营销策略介绍 ....................... 25 3.2.4 掌购下沉市场口碑营销策略效果分析 ....................... 25 3.3 掌购口碑营销策略存在问题与成因分析 ........................ 28 3.3.1 调查问卷设计与发放 ..................................... 28 3.3.2 被调查者的用户特征分析 ................................. 28 3.3.3 口碑营销问卷调查结果分析 ............................... 30 3.3.4 掌购公司口碑营销问题小结 ............................... 33 3.3.5 掌购口碑营销存在问题