| Nowadays,the popularity of social media,such as micro-blog and micro-messaging,provides a basis for the formation of virtual communities and community communication for mothers and infants with strong social needs.On this basis,community marketing has become a widely used marketing tool for practitioners in the maternal and infant industry.As one of the maternal and infant Internet unicorns,Baby tree has carried out a variety of activities in community marketing.This paper takes Baby Tree Community Marketing as the research object,takes "discovering problems-analyzing problems-solving problems" as the research idea,and based on the new 4C theory,uses the methods of questionnaire survey and group interview to study Baby Tree Community Marketing from four dimensions: scene,community,content and connection.This paper argues that Baby Tree has some problems in scene selection,such as inappropriate time selection,absence of scene creation,bad emotional atmosphere,insufficient growth of community scale,disorder of operation,weak internal attraction,weak tone of content style and weak catalytic ability of content purchasing,and connection maintenance and triggering.There are unreasonable community structure and insufficient incentives for key users of the community.In view of the existing problems,this paper puts forward some suggestions on the optimization of Baby Tree’s community marketing.In the aspect of scene selection,it is suggested that Baby Tree should combine the time habits of target audience’s social media in time selection,redefine the routine community marketing schedule,formulate the hot-spot public opinion tracking-response mechanism,and formulate "annual Festival community marketing account" to create a classic scene.In terms of emotional guidance,we should establish and maintain media network,face up to the negative emotions of community members,develop emotional guidance mechanism and equip special personnel to conduct emotional guidance.In terms of community operation,we suggest that Baby Tree obtain new members of the community through diversified propaganda means to achievecommunity growth,and establish and improve community operation mechanism.In the aspect of creation,we should enrich the audio and video content,combine the needs of the audience to enhance the content attraction,adjust the content style to be neutral,calm and warm to enhance the brand image of the community,and enhance the catalytic role of content to purchase by softening the promotional information;in the aspect of connection maintenance and triggering,we should strengthen the community formation by constructing the grid community structure and Empowering Key users.The relationship between members should play an independent triggering role of key members.On the basis of the existing research content,this paper will further study Baby Tree’s community marketing,especially in expanding the size of the community and creating viral communication content,combined with the implementation of Baby Tree’s community marketing activities. |
