社区团购的运营模式及用户满意度探析——基于若干地区调查

Analysis on the Operation Mode and User Satisfaction of Community Group Purchase—Based on Several Regional Surveys

摘要: 2020年，我国经济受到巨大冲击，严重影响居民的日常生活，人们出行受限。在此特殊情况下，社区团购这种购物模式再次火爆起来。为深入了解社区团购模式，本文通过对问卷调查及实地访谈得到的数据进行分析，研究北京、山东、新疆、甘肃四地的社区团购的运营模式以及影响消费者对社区团购满意度的因素，分析其存在的问题，预测社区团购未来发展趋势，针对性地为社区团购未来向好发展提出建议。

Abstract: In 2020, China’s economy was hit by a huge impact, which severely affected residents’ daily life and restricted people’s travel. In this special case, the community group purchase shopping model once again popular. In order to deeply understand the community group purchase model, this paper analyzes the data obtained from questionnaire survey and field interview. This paper studies the operation mode of community group buying in Beijing, Shandong, Xinjiang and Gansu as well as the factors affecting consumers’ satisfaction with community group buying, analyzes the existing problems, predicts the future development trend of community group buying, and puts forward targeted suggestions for the future development of community group buying.