康养理念下园林设计服务的电子商务营销策略研究

Research on E-Commerce Marketing Strategies of Landscape Design Services Based on the Wellness and Recuperation Concept

摘要: 当代社会追求高品质生活与全民健康福祉的大背景下，本文将核心关注点精准锁定于康养理念如何深度融入园林线上设计这一关键议题。随着城市化进程的加速与电子商务的蓬勃发展，人们面临着日益繁重的工作压力与愈发凸显的身心健康隐忧，康养需求急剧增长，线上园林设计服务作为新兴业态，为康养理念的普及与落地提供了便捷通道。本文在系统梳理康养理念与电子商务相关理论的基础上，重点探讨康养园林线上设计服务的电子商务营销策略与运营模式，从平台运营、内容营销、社交媒体推广、私域流量转化、商业模式创新等维度构建完整的电商营销体系，旨在为康养园林的线上产业化发展提供实践参考。

Abstract: Against the backdrop of contemporary society’s pursuit of high-quality life and the well-being of the entire population, this paper precisely focuses on the critical issue of how the concept of wellness and recuperation can be deeply integrated into online landscape design. With the acceleration of urbanization and the vigorous development of e-commerce, people are facing increasingly heavy work pressure and increasingly prominent physical and mental health concerns, leading to a sharp growth in the demand for wellness services. Online landscape design services, as an emerging business format, provide a convenient channel for the popularization and implementation of the wellness concept. Based on a systematic review of the relevant theories of wellness concept and e-commerce, this paper focuses on exploring the e-commerce marketing strategies and operational models for wellness-oriented online landscape design services. It constructs a comprehensive e-commerce marketing system from multiple dimensions, including platform operation, content marketing, social media promotion, private domain traffic conversion, and business model innovation, aiming to provide practical references for the online industrialization of wellness landscape architecture.