社区电商平台的营销策略优化研究——以美团优选为例

Research on the Optimisation of Marketing Strategies of Community E-Commerce Platforms—Taking Meituan Preferred as an Example

摘要: 伴随着科技与互联网的发展，更快捷方便的电商购物平台被人们所熟知，社区电商逐渐融入大众的生活。在众多的社区电商平台中，美团优选为其中的佼佼者。本文梳理了先前学者对社区电商的相关研究，运用PEST方法分析了社区电商所面临的宏观经济环境，同时结合SWOT理论分析其所处的经营环境，着重分析了美团优选平台在产品、价格、渠道和促销(4P)四个部分的营销现状，针对其营销策略中存在的问题，通过对问题的成因进行分析，提出对美团优选电商平台在4P上优化设计的解决方案。旨在帮助美团优选电商平台在激烈的市场竞争中实现稳健发展，帮助企业转变营销思路，这些对策也可以为其他社区电商平台提供有益借鉴。

Abstract: Along with the development of technology and the Internet, faster and more convenient e-commerce shopping platforms are well known, and community e-commerce is gradually integrated into the life of the public. Among the many community e-commerce platforms, Meituan Preferred is one of the leaders. This paper combed through the previous scholars on community e-commerce related research, using the PEST method to analyse the macroeconomic environment faced by community e-commerce, and at the same time combined with the SWOT theory to analyse the business environment in which it is located, focusing on the analysis of Meituan Preferred platform in the four parts of the marketing of the current situation of the four parts of the product, price, channels and promotions (4P), in view of the problems that exist in its marketing strategy, and by analysing the causes of the problems, proposed a solution to the problem of Meituan Preferred e-commerce. It proposes a solution to optimise the design of Meituan Preferred e-commerce platform on the 4P. The aim is to help Meituan Preferred e-commerce platform to achieve sound development in the fierce market competition, to help the enterprise change its business ideas, and these countermeasures can also provide useful reference for other community e-commerce platforms.