近几年伴随着互联网虚拟社群的蓬勃发展，虚拟社群在市场营销方面的应用越来越 广泛，社群营销也慢慢深入人心，并成为学界和业界研讨的重要话题。当前，婴儿纸尿 裤市场规模不断扩大，市场竞争格局和营销渠道发生了明显变化，尤其是虚拟社群的兴 起，消费群体的消费行为逐渐多样化，这些因素对婴儿纸尿裤市场营销产生较大的影响。 如何借助虚拟社群开展社群营销成为婴儿纸尿裤市场营销创新工作的重点，是众多婴儿 纸尿裤企业需要面对的问题。 本文以新 4C 社群营销法则、关系营销策略、精准营销策略等理论为基础，采用文 献研究、案例研究、综合分析等方法，对婴儿纸尿裤市场的规模、竞争格局、营销渠 道等社群营销环境及婴儿纸尿裤社群营销的发展变革、价值及影响情况进行分析；并 结合当前的市场营销环境，以近年来发展较好并遵循社群营销发展策略的婴儿纸尿裤 品牌凯儿得乐为实证案例，分析其社群营销在社群创建、建设、裂变及变现过程中的 关键点，通过对其实施方法和实践经验的归纳总结，探究社群营销策略在婴儿纸尿裤 营销过程中的实际应用。 研究结合案例品牌的社群营销经验以及目前我国婴儿纸尿裤社群营销的发展现 状，分析发现大部分婴儿纸尿裤企业在应用社群营销策略中主要存在社群定位、成员 留存、社群传播、风险管控等方面的问题。针对以上问题，对婴儿纸尿裤社群营销策 略提出以下研究建议：首先，通过明确社群价值目标、精准用户画像和选择社群结 构，找准社群定位；其次，通过制定标准化的社群管理手册、创制高质量的社群营销 内容，提高社群留存；再次，通过增强个性化场景体验、激发内在驱动和挖掘培养传 播节点，促进自发传播；最后，通过严格把控产品质量、重视危机预防和及时处理社 群反馈，加强风险管控。 关键词：婴儿纸尿裤，社交平台，社群，营销策略闽江学院硕士学位论文 II A Study on Community Marketing Strategies of Baby Diapers —the case study of “Care Daily” Abstract In recent years, the flourish of virtual communities on the internet make it a new platform of marketing. At the same time, community marketing has been accepted by more people, and observed, analyzed and discussed by experts from academia and industry. Nowadays, the enlargement of market size of baby diapers, the significant changes of market competition pattern and marketing channels-especially the emerging of virtual communities-contribute to the diversity of consuming behaviors of different groups and leads to the innovation of marketing strategies of baby diapers companies. Conducting community marketing on virtual communities is a essential part of such innovation and a crucial issue of these companies. In this thesis, I will start my research through referring to theories like the New 4C Community Marketing Rule, Relationship Marketing Strategies, Precise Marketing Strategies asthefoundationoftheanalysis.Iwillalsouseliteraturereview,casestudy andgeneralanalysis as my research methods. The goals of this thesis are (1) to analyze the marketing environment of baby diapers like market size, competition pattern and marketing channels, and the developments, reforms, values and influences of community marketing of baby diapers; (2) to choose the Care Daily company-a company that followed the strategy of community marketing and developed well in recent years-as the subject of this research, to analyze the key points of its application of community marketing in its four-stage process-community establishing, community building and community fission and community realization and (3) to explore the application of the strategies of community marketing of baby diapers through summarizing and analyzing the methods and experiences of the Care Daily company. Based on the community marketing experience of the case brand and the current development status of China's infant diaper community marketing, the study found that most of thebabydiaperenterpriseshaveproblemsintheapplicationofcommunitymarketingstrategies, such as community positioning, member retention, community communication, risk management and control. In view of the above problems, this paper puts forward the following research suggestions on the community marketing strategy of baby diapers. First of all, to find out the community positioning by defining the community value goals, figuring out user portraits and selecting community structure. Secondly, community retention should beIII improved through the development of standardized community management manual, the creation of high-quality community marketing content. Thirdly, to promote spontaneous transmission by enhancing personalized scene experience, stimulating internal drive and exploring and cultivating communication nodes. Finally, risk control should be strengthened by strictly controlling product quality, paying attention to crisis prevention and timely handling community feedback. Key Words: Baby Diapers, Social platform, Community, Marketing Strategy闽江学院硕士学位论文 IV 目录 摘要......................................................................I Abstract................................................................. II 第一章 绪论...............................................................1 1.1 研究背景 .......................................................... 1 1.2 研究意义 .......................................................... 2 1.3 研究内容 .......................................................... 2 1.4 研究方法 .......................................................... 3 1.5 创新之处 .......................................................... 3 第二章 文献综述与理论基础.................................................4 2.1 研究综述 .......................................................... 4 2.1.1 婴儿纸尿裤市场营销研究现状 .................................. 4 2.1.2 社群营销研究现状 ............................................ 5 2.1.3 研究述评 .................................................... 6 2.2 相关概念 .......................................................... 6 2.2.1 社群与虚拟社群 .............................................. 6 2.2.2 社群经济 .................................................... 7 2.3 理论依据 .......................................................... 8 2.3.1 新 4C 社群营销法则 ........................................... 8 2.3.2 关系营销策略 ................................................ 8 2.3.3 精准营销策略 ................................................ 9 第三章 我国婴儿纸尿裤社群营销现状分析....................................10 3.1 婴儿纸尿裤社群营销发展环境分析 ................................... 10 3.1.1 市场规模分析 ............................................... 10 3.1.2 竞争格局分析 ............................................... 12 3.1.3 营销渠道分析 ............................................... 14 3.2 婴儿纸尿裤社群营销发展情况分析 ................................... 16 3.2.1 婴儿纸尿裤社群营销的发展变革 ............................... 16 3.2.2 婴儿纸尿裤社群营销的发展价值 ............................... 17 3.2.3 社群营销对婴儿纸尿裤市场现状的影响 ......................... 18 第四章 凯儿得乐社群营销策略分析..........................................20 4.1 凯儿得乐简介 ..................................................... 20 4.1.1 发展历程 ................................................... 20V 4.1.2 营销模式 ................................................... 21 4.1.3 消费群体特征 ............................................... 22 4.2 凯儿得乐社群营销策略的关键点分析 ................................. 22 4.2.1 社群创建 ................................................... 23 4.2.2 社群维护 ................................................... 23 4.2.3 社群裂变 ................................................... 26 4.2.4 社群变现 ................................................... 27 4.3 凯儿得乐社群营销策略的经验总结 ................................... 28 4.3.1 深耕用户，寻找价值认同 ..................................... 28 4.3.2 丰富内容，紧跟流行趋势 ..................................... 29 4.3.3 洞察需求，建立情感连接 ..................................... 30 4.3.4 建立口碑，激发社群裂变 ..................................... 31 第五章 婴儿纸尿裤社群营销策略研究建议....................................33 5.1 婴儿纸尿裤社群营销中常见问题 ..................................... 33 5.1.1 社群定位方面 ................