论文总字数：22643字

摘 要

近年来随着互联网技术的不断发展，诞生了许多新的经济趋势，其中最具代表力之一的就是社群经济。与工业时代经济模式不同，社群经济以情感信任为前提，群内成员因为共同的兴趣爱好或价值取向聚集在一起，为粉丝打造一个专属平台，实现资源的高效整合。

无论是阿里巴巴的线下零售门店，还是小米独特生态系统模式，还是海尔打造的三店合一的大顺逛平台，其背后都有相通之处，是对社群经济价值探索的各种尝试，更是围绕社群经济而展开的具体模式的创新。“互联网 ”时代下谁能构建智趣社群，谁拥有了自己精准且有粘性的社群，谁能运营好社群，谁就更容易获得经济效益，成为商业的主宰。

社群经济作为一种新兴的商业形态，越来越受到互联网企业、各类社会机构、传统企业的关注和青睐。原因在于社群作为一种低成本高效率的推广载体，可以帮助企业大幅降低产品信息流通成本，轻松挖掘用户的衍生价值，创造可观的收益。目前社群经济的发展还处于成长阶段，需要企业在今后的发展模式上不断摸索和创新，发挥社群价值 ，实现社群变现。

本文以东南大学成贤学院好货万事屋项目为研究对象，探究在社群经济模式下，实现校园在线超市提供产品与服务一站式体验与营销。项目立足点是本校校园市场，以“社群 电商”平台为主体，致力于为全校师生提供服务，建立一个共享平台，实现“产品买卖、内容分享、线下体验、社群服务”一体四翼的商业模式。初期阶段不以盈利为目的，重点是维护社群，为群员提供价值。中期发展业务，与群员建立高度信任。后期致力于扩大市场占有率，推广社群经济商业模式，以期获得更大的经济利益。

论文按照项目发起，运营现状，问题分析，解决对策的思路，结合文献研究法、参与式观察法对“万事屋”平台的落地实施和发展过程进行分析。重点是针对“万事屋”现阶段运营过程中存在的问题展开论述，并合理提出解决方案，以期项目得以继续顺利发展。拟通过实际案例探究社群经济模式的商业价值，对于推动新媒体时代下传统企业商业模式的转型与创新发展具有一定的参考价值和借鉴意义。

关键词：社群经济；校园经济；营销；在线超市

Abstract

In recent years, with the continuous development of Internet technology, many new economic trends have emerged, one of the most representative is the community economy. Unlike the economic model of the industrial age, the community economy is based on emotional trust. The members of the community gather together because of their common interests or value orientations to create an exclusive platform for fans and achieve efficient integration of resources.

Whether it's Alibaba's offline retail outlets, millet's unique ecosystem model or Haier's Dashun shopping platform, there are similarities behind it. It's an attempt to explore the economic value of the community, and it's also an innovation of the specific model around the community economy. In the era of "Internet ", who can build a smart community, who has a precise and cohesive community, and who can run the community well, will be more likely to get economic benefits and become the master of Commerce.

As a new business form, community economy has been paid more and more attention and favored by Internet enterprises, various social institutions and traditional enterprises. The reason is that as a low-cost and efficient promotion carrier, community can help enterprises reduce the cost of product information circulation, easily tap the derivative value of users, and create considerable benefits. At present, the development of the community economy is still in the growth stage. Enterprises need to constantly explore and innovate in the future development model, give full play to the value of the community, and realize the realization of community liquidity.

In this paper, we take Chengxian College of Southeast University as the research object, and explore how to realize one-stop experience and marketing of products and services provided by online supermarkets on campus under the mode of social economy. The project is based on the campus market of our school, with the platform of "community e-commerce" as the main body. It is committed to providing services for teachers and students of our school, establishing a sharing platform, and realizing the four-wing business model of "product sales, content sharing, offline experience and community service". In the initial stage, the aim is not to make profits, but to maintain the community and provide value for the members. Develop business in the medium term and build up high trust with members. In the latter stage, we will devote ourselves to expanding market share and promoting the business model of community economy in order to obtain greater economic benefits.

According to the project initiation, operation status, problem analysis, and solutions, this paper combines literature research method and participatory observation method to analyze the landing implementation and development process of the "everything house" platform. The key point is to discuss the problems existing in the operation process of "All Things House" at the present stage, and to put forward reasonable solutions, so as to ensure the smooth development of the project. This paper intends to explore the commercial value of community economic model through practical cases, which has certain reference value and reference significance for promoting the transformation and innovation development of traditional business model in the era of new media.

Key words: community economy; campus economy; marketing; online supermarket

目 录

摘 要 I

Abstract II

目 录 I

第一章 绪论 1

1.1研究背景 1

1.2研究目的及意义 1

1.3研究思路与方法 1

1.4论文框架 2

第二章 相关文献综述 3

2.1社群相关理论 3

2.1.1社群定义 3

2.1.2社群价值 3

2.1.3社群经济 3

2.1.4社群经济一般商业模式 4

2.1.5社群经济模式的特征 4

2.2移动虚拟社群 5

2.3 QQ和微信群 5

第三章 项目发起及运营现状 6

3.1项目简介 6

3.2校园电子商务市场分析 6

3.3大学生消费需求调查 7

3.3.1调查背景 7

3.3.2调查结果与分析 8

3.4项目发起 10

3.4.1社群建立 10

3.4.2经营范围 10

3.4.3运营模式 11

3.4.4盈利形式 11

3.4.5特色活动 12

3.5运营现状 13

第四章 “万事屋”运营存在的问题分析 14

4.1社群管理层面 14

4.1.1社群稳定性差，群员退出风险大 14

4.1.2管理人手不够，管理难度大 14

4.1.3信息刷新快，有价值信息无法保存 14

4.2社群维护层面 15

4.2.1多数群员活跃度低，商业价值未被完全开发 15

4.2.2对细分用户群体缺乏针对性，服务缺乏创新 15

4.2.3产品 / 内容创新与持续价值提供能力薄弱 15

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