| In recent years communities have emerged as the times require.Consumption patterns have gradually changed and it has also brought new challenges to the development of social e-commerce opportunity.Based on a consumption background,many platforms with development potential have emerged in China.Consumers are users and sharers.They spread propaganda by sharing on social platforms and distribute by sharing good things.In this process,they are not only recipients of information but also producers of content and active sharing.Therefore,based on the marketing perspective and the academic research of many domestic scholars at this stage,this paper uses the SICAS consumption model to further study the social impact of the AC health platform.From the overall market macro environment of the social e-commerce industry where the AC Health platform is located and the micro environment inside the platform,combined with Porter’s five forces model,analyze the platform’s competitive environment.The SICAS model based on consumer behavior are the main lines of the paper.Data is collected through questionnaires.Combined with the data to deeply analyze the current status of community marketing faced by the AC big health platform,summarize its current shortcomings,and build corresponding strategies suitable for the AC health platform on the basis of this analysis,and propose suitable platform development and Community marketing strategies that conform to the consumption habits of modern people.This paper is to study the community marketing strategy of the AC health platform.On one hand,each platform is still in constant exploration,and the research can enrich the situation in related fields.The method of community marketing has been accepted by more and more consumers.Companies must explore more suitable new models of community marketing based on their own circumstances,in order to adapt to the development of the times. |
