基于4C理论的社区电商发展困境与治理路径研究

Research on the Development Dilemma and Governance Path of Community E-Commerce Based on 4C Theory

摘要: 近年来，随着社会资本参与社区治理程度的加深，社区电商发展呈现出更加强劲的态势，为居民生活带来了极大的便利。然而，社区电商在蓬勃发展过程中也面临着诸多现实困境，制约着其进一步发展壮大。4C理论作为一种以消费者为导向的理论，为深入剖析社区电商发展面临的困境提供了重要的理论支撑和指导意义。通过分析社区电商发展存在的诸多困境，从打造“社区电商 + 直播带货”新模式、借助大数据分析消费者购物行为、强化供应链管理数字化及健全团长管理机制等路径发力，旨在提升社区电商治理效能，推进其长期稳健发展。

Abstract: In recent years, with the deepening of social capital participation in community governance, the development of community e-commerce has shown a more robust trend, which has brought great convenience to residents’ lives. However, community e-commerce is also facing many practical difficulties in the process of vigorous development, which restricts its further development and growth. 4C theory, as a consumer-oriented theory, provides important theoretical support and guiding significance for in-depth analysis of the dilemma faced by the development of community e-commerce. By analyzing the many difficulties existing in the development of community e-commerce, from creating a new model of “community e-commerce + live streaming with goods”, using big data to analyze consumer shopping behavior, strengthening the digitalization of supply chain management and improving the management mechanism of the head, the aim is to improve the governance efficiency of community e-commerce and promote its long-term and steady development.