Research On Community Marketing Strategy Of W Dental Medical Platform Company

With the support and promotion of Internet Plus by The State Council,China’s Internet infrastructure is improving and it is gradually entering the era of social media.In the new era,the traditional marketing methods have become out of date.In order not to lag behind others,enterprises must abandon traditional marketing means and embrace new marketing means actively.Social marketing is favored by more and more enterprises because of its strong interactive atmosphere,easy to improve user stickiness,efficient communication and other characteristics.As an oral medical vertical e-commerce company,W company also tries to improve users’ adherence to its platform through social marketing.However,because the company is still in the exploratory stage of social marketing model and methods,it has not been able to give full play to the function and value of social marketing.In the current digital environment,virtual community has more advantages than the offline community,and it is easier to create value co-creation.Although W oral medical platform company has a B2 B business model,its customer group is mainly composed of small and medium-sized private clinics,and its business model is similar to the B2 C model.Corporate users,influenced by their careers,tend to have similar needs and habits,and are more likely to communicate and resonate with each other.In order to solve the pain points such as lack of customer stickiness caused by the high turnover rate of sales staff,W oral Medical Platform company tries to carry out community marketing.Based on this,this thesis sets the company community of W dental medical platform as the research object.In order to give full play to the company’s existing community advantages and solve its existing problems and shortcomings of community marketing,it puts forward suggestions on the optimization of the company’s community marketing strategy.First of all,I studied and summarized relevant literature such as community marketing,value co-creation theory and new 4C theory.Then the employees of W company and part of W community users were interviewed,questionnaires were made and distributed to W community users according to the literature and interview results,and problems existing in the community marketing of W dental medical platform company were found and studied by combining the recovered data with interviews.Finally,in view of the above problems,the thesis gives specific solutions,and in order to ensure the effective implementation of the above improvement strategy,also give the company can successfully implement the strategy safeguards.The final conclusion is that,for the community of W oral medical platform company,whether it can achieve value co-creation is closely related to the future development of the community.Therefore,the company needs to pay attention to and invest more resources to ensure the co-creation atmosphere between users,the company and users,starting from the aspects of enriching user scene experience,improving the level of community operation,and jointly creating quality content.Improve its social marketing strategy.Finally,it is hoped that W oral medical platform company community will do better and better in the future with the help of the new strategy,and the optimization strategy proposed in this thesis for W company community is also expected to provide some reference for other vertical e-commerce enterprises.