Study On Community Marketing Stategy Of Mogu Street

In the current Internet era,more and more e-commerce platforms have emerged and begin to carry out online marketing.Since the establishment and development of Logic Show in 2012,more and more people have seen the commercial potential of community marketing.Therefore,many e-commerce platforms have begun to try to use"community thinking" for marketing.Among them,Mogu Street is a very typical case.This paper mainly takes Mogu Street as the research object,uses the method of case analysis,participatory observation and literature analysis,and combines the principle of ISOOC to study and analyze the strategy of community marketing of Mogu Street.It is expected that the community marketing development model of Mogu street can provide some reference and inspiration for the development of community marketing of other e-commerce platforms.The reasons of Mogu Street community marketing mainly include three aspects.Firstly,macroscopic environment provides guarantee for the community marketing of Mogu Street.In the political environment,the state is actively promoting the development of the entire Internet e-commerce industry through some laws and regulations.In the economic environment,China's economic power and comprehensive national strength are steadily improving.It also provides strong economic support for the development of China's e-commerce industry.And in the social environment,the pace of life has become faster.With the continuous improvement of technology and the promotion of people's consumption concept,more and more people are accustomed to trading through e-commerce websites such as mobile network.Therefore,the change of social environment has influenced people's life style.Beyond that,technological environment also has an impact on this marketing approach.Technological innovation has led to more and more changes in people's shopping patterns,which has provided great technical support and development advantages for the innovation of social e-commerce websites represented by Mogu Street.Secondly,at present,the e-commerce market is gradually saturated.Through analyzing the current situation of Mogu Street from the perspective of user demand and industry competition,we can find some problems.For example,the monotonous content can't meet the users' needs,fierce competition in the industry,and serious imitation and plagiarism,etc.This development situation that provides the motive force of self-adjustment and innovation for the community marketing of Mogu Street.Thirdly,Mogu Street has its own advantages in community marketing.On the one hand,Mogu Street Community has the attraction of the same nature.On the other hand,the community reduces the insufficiency of weak connection in the e-commerce platform.Also,it can provide new ideas for the brand promotion of Mogu Street.The strategy of Mogu Street community marketing is mainly based on the principle of ISOOC.First,Mogu Street has a clear brand positioning.And on this basis,it uses pain points to attract groups which have the same hobbies.Morever,in terms of community structure,the members of Mogu Street have formed a complete structure of seven roles from the founder to the payer.According to the structure,Mogu Street has formulated some community rules,such as introducing rules,member management rules and so on.Furthermore,in terms of content output,Mogu Street attaches great importance to quality assurance.By setting up the ecology of online celebrity and using the form of celebrity spokesperson,it can promote the transmission of content.At the same time,technology carries content as a new form to promote high-quality content transmission.In operation,Mogu Street is also actively enriching the community ecology.In order to have a plus for operation,it keeps the community active through interaction,uses activities to stimulate members' enthusiasm for participation,and uses public praise to achieve fans fission.Finally,in terms of replication,Mogu Street is striving to expand its community size through cross-platform media alliance,development of WeChat Little Programs,multi-channel marketing,and the creation of Off-line Experience Store which named"MOGU STUDIO".Mogu Street's community marketing strategy has great reference significance and inspiration value for the whole e-commerce industry to do community marketing.First of all,community marketing should understand the concept of community and grasp the definition,value and management model of community.Secondly,community marketing should formulate a strategic strategy instead of rushing for success.Finally,the staff of community marketing should improve their own professional literacy,continue to learn,enrich themselves,improve their standards,and ensure the good maintenance of e-commerce brand,so as to promote the development and progress of the whole e-commerce industry.