基于DEA的奶茶门店社群营销效率研究——以茶百道为例

Research on the Efficiency of Community Marketing in Milk Tea Shops Based on DEA—The Case Study of Cha Bai Dao

摘要: 私域流量的兴起使得企业能够通过社群营销更有效地维护客户关系、提升品牌忠诚度，并实现精准营销。本文通过采用两阶段DEA模型，将社群营销过程细分为拉新和转化两个阶段，分别构建了适合每个阶段的投入与产出变量模型，以全面评估门店在不同营销环节的效率。通过以茶百道奶茶门店为案例分析，显示得出其拉新和转化阶段的效率表现差异，并以此提出了针对性的优化策略，为帮助企业社群营销过程中优化资源配置和提升营销效果的策略制定提供了重要参考。

Abstract: The rise of private traffic has enabled companies to more effectively maintain customer relationships, enhance brand loyalty, and achieve precise marketing through community marketing. This study adopts a two-stage DEA model, dividing the community marketing process into customer acquisition and conversion stages, and constructs input-output variable models tailored to each stage to comprehensively evaluate the efficiency of stores in different marketing phases. By analyzing the case of Cha Bai Dao milk tea shops, the study reveals differences in efficiency performance between the customer acquisition and conversion stages and proposes targeted optimization strategies. These findings provide valuable insights for optimizing resource allocation and enhancing marketing effectiveness in the community marketing strategies of enterprises.