社区团购平台兴盛优选的营销策略研究
中文摘要
随着互联网技术一日千里的发展，电子商务的发展已经愈发深入地融入人们的
生活。2020年突如其来的新冠疫情，加速了新型商业的发展，其中以高性价比生鲜
产品为市场切入口的社区团购成为发展尤为迅速。而近半年来以阿里、美团、滴滴、
拼多多等为首的大型互联网公司接连高调涌入社区团购的赛道，成功引来大众关注
的目光。在社区团购这个赛道上，兴盛优选一直是领跑者，但是面对互联网巨头携
带雄厚资本下场竞争，对兴盛优选的发展带来了极大的挑战。在此情况下，兴盛优
选如何优化自己的应营销策略来应对激烈的市场竞争，对于企业来说是应该着重思
考的方向。
本文研究分析了兴盛优选目前营销策略及发展现状，还分析了社区团购行业的
发展现状，进一步根据兴盛优选的自身条件，结合 PEST理论及波特五力模型分析
目前兴盛优选在内外部环境及行业竞争内的优劣势及挑战。本文还采用调研问卷形
式，通过线上渠道发放收集有效调研问卷共计 364份，对调查问卷数据结合 4C营
销理论及 4V营销理论综合分析目前兴盛优选目前存在商品问题、推广渠道问题、
平台监管问题、运营管理问题及用户交互问题。
通过对以上问题存在问题成因分析，再次结合上述营销理论对兴盛优选提出商
品、渠道、平台、运营及交互优化方案。为了保障以上优化方案顺利推进，本文为
兴盛优选提出了对应的保障措施，要完善内部管理制度、借助大数据精准分析及企
业内部人才团队建设作为保障。本文的最后，对本文的研究结果做了总结、反思及
展望，指出此后的研究可在扩大样本分布地区、人群及数据量、完善研究方法及拓
展研究角度等多方面加强努力。
关键词：社区团购，兴盛优选，营销策略
I

Marketing Strategy Research Of Community Group Purchase Platform
For Xingsheng Limited
ABSTRACT
With the development of Internet technology in a day, the electronic commerce development
has more and more deeply into the life of people the sudden outbreak of the new champions
league in 2020, accelerated the development of new business, with high ratio of fresh
products for the market introduction of community group become particularly rapid
development The past to ali Meituan drops Pin Duo Duo and other leading large Internet
companies have been pouring into the community of high profile group buying track,
successfully attracted the attention of the public in the community group buying this track, the
prosperous preferred has been the leader, but in the face of the Internet giants with abundant
capital competition, the development of the prosperous preferred has brought great challenges
In this case, how to optimize their own marketing strategy to deal with the fierce market
competition, for enterprises should focus on the direction of thinking.
This paper studies and analyzes the current marketing strategy and development status of
thriving optimization, and also analyzes the development status of the community group
buying industry. Further, according to the conditions of thriving optimization, combined with
PEST theory and Porter's five forces model, it analyzes the advantages, disadvantages and
challenges of thriving optimization in the internal and external environment and the industry
competition In this paper, a total of 364 effective survey questionnaires were issued and
collected through online channels. Combined with 4C marketing theory and 4V marketing
theory, the questionnaire data were comprehensively analyzed. At present, the existing
product problems of Xingsheng Optimization, promotion channels, platform supervision,
operation management and user interaction problems were analyzed.
III
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