个性化定制鲜花电商的发展模式和营销策略分析——以野兽派为例

An Analysis on Marketing Strategies and Development Mode of Personalized Customization in Fresh Flower E-commerce

近年来,鲜花电商在我国迅速发展并引起相关领域的广泛关注,个性化定制的鲜花电商是其中独树一帜的发展模式。本文在分析我国个性化定制鲜花电商代表性企业——野兽派的发展模式的基础上,尝试以4C理论模型和社会化媒体营销的理论去分析野兽派独特的营销策略,为后来的鲜花电商企业提供借鉴。研究显示,野兽派采用的是新媒体运营的电商模式和横向扩张的发展战略;采取的是消费者导向的拉动型营销策略,品味和时尚是其核心竞争力;通过微博保持与消费者畅通有效的"会话"与"沟通"是其维系顾客群体的重要手段;依靠强而有力的明星意见领袖为其公司产品和形象代言宣传,是其保持粉丝活跃度的关键性举措。

In recent years,fresh flower E-commerce has developed rapidly and aroused wide attention in the related field in our country,and personalized customization in it is one of the unique development modes. Based on the analysis sample of the development mode of the international brand-The Beast,which is specialized in personalized customization of the fresh flower gifts,the article intends to analyze the unique marketing strategies of The Beast by the means of 4C theory model and social media marketing theory,offering references for the later fresh flower enterprises to develop E-commerce to some extent. As is shown by the research,The Beast is adopting the E-commerce of new media operation and the development strategies of horizontal expansion; using the marketing strategy of consumer-oriented pulling model,its core competence lies on taste and vogue; a vital approach to maintain the customer groups is insisting on smooth and effective conversation and communication with consumers by Weibo;powerful popular opinion leaders are also heavily relied on to advertise its products and images as a key measure to keep the activeness of the fans.