Research On Community Marketing Strategy Of Zmwoo Company

Since 1881,the "community" as a proper noun was put forward for the first time,until 2015 was known as "the first year of community".From theory to practice,community thinking has become the highest lever of thinking.In the mobile internet age,it will be worthy to study how to use social thinking to solve the problem and breakthrough the development of enterprise for a vertical e-commerce company,meanwhile,it is the purpose of this paper.Based on "Zmwoo" as the research object,this is a maternal and infant electric business platform.The investor is Xinming Group,which is a comprehensive real estate developer.Children's property,represented by BABINI Maternity&Baby Theme Commercial Center,is a major business section in the company.The company aims to develop offline business while establishing an online business platform,in order to complete the fusion of real economy and virtual economy.Literature research,questionnaire and participatory observation are used in the process of research.This paper is based on the order of finding problem,analyzing problem,and solving problem,paper author finds out major problems in brand,user,product,profit,and analyzes the reasons one by one,meanwhile with questionnaire survey analysis and WeChat group observation,author summarizes the users have three characteristics,including strong willingness to spend,strong sense of the role and strong acceptability.In addition that the community platform also have four trends,develop from heterogeneous to homogeneous,from one-way to multi-directional,from passive to active,and from group to individualand.At last,"Zmwoo" implements the strategy of community marketing,with the path of"community construction-community fission-community co-creation-community liquidity."Zmwoo" firstly pays attention to brand community construction and community management,and then break the boundaries of number fission,the value fission,and the interests fission.After reaching a certain scale,"Zmwoo" plays a role of information value,social value,entertainment value and financial value to create a community co-creation,finally get to monetize by product,content,flow,service,scene and a variety of ways to create community economy.The value of this study is,combining the theory with practice,to provid a direction of "community + electricity" and specific implementation path for maternal-infant industry,meanwhile,also provid a feasible reference for the other industries and enterprises.