Research On Community Marketing Strategy Of A Household Store Operator

In recent years,with the gradual disappearance of the national real estate control policy and demographic dividend,the overall growth of the real estate has slowed down,and the home furnishing industry has also been impact.The development of Internet technology has changed people’s shopping habits and behavior patterns,providing a foundation for the development of new marketing methods.Community marketing is a kind of marketing behavior of virtual community based on interpersonal relationship and social network.Through community marketing,enterprises can better understand consumer preferences and provide more personalized services and products.Consumers can receive enough information to make more rational choices.Community marketing has attracted wide attention from enterprises and academia for its high efficiency,precision and low cost.Community marketing is related to social network theory,relationship marketing and other theories.The basic idea of social network theory is that people in social situations think and act in similar ways because of their bonds with each other.Relationship marketing is defined as a marketing method in which enterprises establish,maintain and promote the relationship with customers and other partners on the basis of profit,so as to achieve their own interests and objectives,and thus form a long-term relationship that takes into account the interests of all parties.Therefore,this thesis takes Company A’s community as the research object,through studying its development status,analyzes the business model of Company A’s community marketing,studies its advantages and disadvantages in the process of community marketing,draws and summarizes the experience of enterprise’s community marketing,and puts forward strategic suggestions based on relevant theories and models.The specific research process is as follows: Firstly reviewed and sorted out relevant literature on social network theory,relationship marketing theory,network marketing and community marketing,analyzed the research status of network community marketing,understood the basic situation and business model of Company A,and collected relevant information on Company A’s community marketing.Secondly,we conducted interviews with Company A’s community marketing operators,Company A’s brand merchants,community users and community members.By sorting out the above content and data,the social marketing model of Company A is sorted out,the problems existing in the process of social marketing and the reasons behind the problems are analyzed,and the strategy suggestions are put forward based on the relevant theories and models.Finally,the research is summarized as follows:The research holds that community marketing is of great significance to the development of Company A.The information flow in community marketing has the characteristics of network,through the full exchange of information with consumers,enterprises can better insight into the consumer psychology,grasp the market trend,targeted upgrade,update services and products.Good interaction makes the relationship between enterprises and consumers enter a virtuous circle,and finally achieve a win-win effect.Store operators need to pay attention to "relationship" when implementing community marketing.Cultivate high-quality operation community of brand merchants and integrate resources to create results.Fully meet the customervalue demands of community members,strive to exceed expectations to meet consumer demand,and promote consumer loyalty.Based on the theory of social network and relationship marketing,this thesis tries to sort out the business model of Company A’s community marketing and put forward suggestions on marketing strategies based on the research of relevant theories.Company A should sort out and improve the community marketing strategy by focusing on optimizing the output content,satisfying the consumer value,driving the expansion of the organization,and reshaping the "relationship" network.The above conclusions and suggestions are expected to help Company A better understand the community marketing mechanism,design the community marketing mechanism more scientifically and evaluate the performance of community marketing,so as to achieve better operation results of the enterprise’s community marketing.