南京地区社区团购发展状况研究

论文总字数：33026字

摘 要

随着信息时代的飞速发展，网购模式也在不断变换之中。消费者不再满足已有的购物模式，因为传统的电子商务平台数量太多，也暴露出许多缺陷，而社区团购提供了新的电商模式。社区团购是真实居住社区内居民团体的一种购物消费行为，是依托真实社区的一种区域化、小众化、本地化的团购形式。由于社区团购的便捷以及较为经济，使其迅速在市场上站立，虽然其中间经历一段衰退时期，但是由于突然爆发的疫情防控需要，社区团购这个新零售模式又再一次被市场所需要，大量资本进入，使其快速且野蛮生长。

本文主要对社区团购进行具体定义，然后研究社区团购平台的运营模式，调查其发展的历史、过程、现状及其趋势，分析其长处及问题，查明社区团购发展火爆的各种因素；同时对社区团购市场的竞争情况进行分析，分析其背后的原因、竞争情况以及未来方向。根据社区团购的发展历程及其优缺点，再根据现况对社区团购的未来发展趋势有了大致的了解。然后重点调查研究南京地区的社区团购的发展现状，希望以小窥大，了解社区团购的整体发展状况，同时也能给南京地区的社区团购的发展提供一定的参考和建议。首先先对南京地区的社区团购平台的布局和竞争情况进行调查，初步了解南京地区社区团购的发展情况，随后，通过制作和发放调查问卷的形式，更加具体和深层次地了解南京社区团购的发展情况，包括了解程度、使用程度和频率、平台的知名度和竞争力，以及存在的问题及消费者的建议和观点，这些对南京社区团购的发展现状都有了更加清晰的了解，同时也能推测未来的发展趋势。通过整体的研究和对南京地区社区团购发展现状的调查分析，对南京以及国内社区团购的发展得出一定的结论和未来提供了一定的建议和参考。

通过调查分析，南京地区社区团购的发展虽然竞争较大，但是在南京地区的知名度还不算太大，使用比例也并不是很大，但是人数尤其是在年轻人中还是比例很大的，而且入驻平台很多，运营模式较为健全，用户粘性较大，而且潜在用户也很多，所以未来的发展趋势还是良好的。对于社区团购的野蛮生长，相关部门出台相应政策，为社区团购划定红线，南京也率先出生出台规定，对此，大部分居民支持限制社区团购的野蛮生长。但是我们通过调查也发现，多个平台是共同竞争的，并不是一家独大，现在是流行个性定制化消费的时代，对于商品或服务大家都会有碎片化的需求，所以大家对购物方式和平台也有不同的需求，菜市场有菜市场的优势，每个平台也有自己的独特优势，所以希望在严格的监管下，社区团购能够不断健康地成长，能够带来更有效率的经济运行方式。

关键词：社区团购；网购；社交电商；新零售

Research on The Development of Community Group Purchase In Nanjing Area

Abstract

With the rapid development of the information age, the mode of online shopping is changing constantly. Consumers are no longer satisfied with the existing shopping model, because there are too many traditional e-commerce platforms and many defects are exposed, while community group buying provides a new e-commerce model. Community group-buying is a kind of shopping and consumption behavior of residents" groups in real living communities. It is a regionalized, minority and localized group-buying form based on real communities [1]. Due to the convenience and economy of community group buying, it quickly stood up in the market. Although it experienced a period of recession, the new retail model of community group buying was again needed by the market due to the sudden outbreak of epidemic prevention and control. A large amount of capital entered, making it grow rapidly and brutely.

This paper mainly defines the community group-buying, and then studies the operation mode of the community group-buying platform, investigates the history, process, current situation and trend of its development, analyzes its strengths and problems, and identifies various factors that lead to the hot development of community group-buying. At the same time, the competition situation of the community group-buying market is analyzed, and the reasons behind it, the competition situation and the future direction are analyzed. According to the development process of community group buying and its advantages and disadvantages, and then according to the current situation of the future development trend of community group buying have a general understanding. Then focus on the investigation and study of the Nanjing area of the development of the current situation of community group buying, hoping to see the big, understand the overall development of community group buying, but also to Nanjing area of the development of community group buying to provide some reference and suggestions. First on the layout of the nanjing area community group-buying platform and the competition situation investigation, preliminary understanding of the development of nanjing area community group, then, through the production and the form of questionnaires, more concrete and deep understanding of the nanjing community development situation of group purchase, including knowledge, degree of use and frequency, platform, visibility and competitiveness, As well as the existing problems and consumer suggestions and views, these on the Nanjing community group buying development status has a clearer understanding, but also can speculate the future development trend. Through the overall research and the investigation and analysis of the development status of Nanjing area community group buying, the development of Nanjing and domestic community group buying to draw certain conclusions and provide some suggestions and reference in the future.

Through investigation and analysis, the development of nanjing area community group, although competition is larger, but in the popularity of nanjing area is not too big, use scale is not big, but especially in young people or the proportion of great number, and in many platform, operation mode is relatively sound, the user viscosity is bigger, and also a lot of potential users, So the future development trend is still good. For the barbaric growth of community group buying, the relevant departments introduced the corresponding policies, the red line for community group buying, Nanjing was also the first to be born to introduce regulations, in this regard, most of the residents support the restriction of the barbaric growth of community group buying. But we through the survey also found that multiple platforms is common competition, not dominance, is now a popular personality customization era of consumption, for goods or services you will have the demand of the fragmentation, so people also have different requirements to shopping way and platform, has the advantage of the market, a market, each platform has its own unique advantages, Therefore, we hope that under strict supervision, community group-buying can continue to grow healthily and bring about a more efficient way of economic operation.

Keywords: The Community Group; Online Shopping; Social E-commerce; New Retail

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 1

1.4 论文框架 2

第二章 社区团购相关文献综述 3

第三章 社区团购国内发展的现状及趋势 5

3.1 社区团购的发展历程 5

3.1.1 电商发展的四个阶段 5

3.1.2 社交电商发展的四个阶段 5

3.1.3 社区团购发展的三个阶段 5

3.2 国内社区团购的规模 6

3.3 国内社区团购市场竞争情况 6

3.3.1 国内社区团购平台的发展与竞争情况 6

3.3.2 国内社区团购竞争激烈的原因 7

3.4 国内社区团购发展影响因素 7

3.4.1 经济因素 7

3.4.2 疫情因素 8

3.4.3 政策因素 8

3.5 国内社区团购发展趋势 8

3.5.1 社区团购发展优势 8

3.5.2 社区团购存在的问题 9

3.5.3 社区团购未来发展形态 9

第四章 南京地区社区团购发展状况研究 10

4.1 南京地区社区团购简介 10

4.1.1 南京地区的社区团购平台 10

4.1.2 南京社区团购业务模式类型 10

4.2 南京地区社区团购发展现状 10

4.2.1 南京地区社区团购目前情况 10

4.2.2 南京地区社区团购市场竞争激烈 12

4.2.3 南京地区社区团购衍生的问题 13

4.2.4 南京地区社区团购进入过渡阶段 13

4.3 南京地区居民使用社区团购情况分析 13

4.3.1 调查对象 13

4.3.2 问卷设计 14

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