Research On Community Marking Optimization Strategy Of Lanzhou Zhengda Youxian Store

In recent years,under the update and iteration of mobile Internet technology,the innovative development of social platforms has changed the way of Chinese traditional business to operate and sell.New media marketing such as social marketing,live streaming marketing,and short video marketing have made online marketing more and more mainstream.In the user-centric era,the ability of enterprises to manage users urgently needs to rise,and they must use refined operations to seize users’ minds and purchase decisions.As a real trading venue,enterprises have begun to build a closedloop system for private domain business.When enterprises carry out private domain layout,they pay more and more attention to the circle coverage and narrow communication of the community to the target customer group.Community marketing plays a crucial role in user recruitment,user reach,user precipitation,user conversion,and user fission in the private domain.Enterprises must have a deep insight into the pain points of users,take the people and goods yard as the underlying logic of community operation,and establish a deeper,more trusting and more lasting strong connection with users through community marketing.This paper takes Lanzhou CP Youxian Changjia Alley Store as the research object,takes STP theory,community marketing theory and ISMAS consumer behavior theory as the main theoretical ideas,and analyzes the current situation of community marketing of CP Youxian Changjia Alley Store based on the five dimensions of Interest,Search,Mouth,Action,and Share in the ISMAS model,and collects data for reliability and validity analysis by designing questionnaires.According to the results of investigation and analysis,the current community marketing of Lanzhou Zhengda Youxian Changjia Alley Store has content marketing machinery as a whole,and lacks various forms of content output;The search path is limited and no comprehensive platform construction has been formed;Poor word-of-mouth marketing and lack of KOC/KOL drive;The product promotion form is single,and the user monetization lacks a flashpoint;Share the problem of lack of user connection and reward mechanism.Through the PEST model,the external environment of CP Youxian Changjia Shop was analyzed,and the industry environment analysis was carried out through the Porter Five Forces Model,which laid a foundation for the optimization of social marketing strategy.According to the five dimensions of the ISMAS model,firstly,for the community marketing of Lanzhou Zhengda Youxian Changjia Lane Store,community segmentation,community target market selection and community positioning were carried out.Second,obtain user interest points through content marketing;Expand search channels to enhance brand recognition;Cultivate KOC and KOLs,and build word of mouth with Douyin;Product matrix user layering to guide value realization;Open sharing,extend the life cycle of the community strategy to optimize the social marketing strategy.Finally,for the optimization of the community marketing strategy of CP Youxian Changjia Store,a guarantee measure in terms of talents,services,technology and funds is proposed to ensure the smooth implementation of the strategic optimization path.At the same time,it is hoped that this study will have practical reference significance for optimizing the social marketing strategy and improving the efficiency of community marketing in similar chain convenience stores.