社区团购的星辰大海--以美团优选为例

Community Group Purchase of the Sea and Stars--A Case Study of Meituan Preferred

基于新零售以及后疫情时代居家消费兴起的时代背景,以美团优选为例来研究社区团购的商业运营模式,借用营销学波特五力模型,分别从供应商、购买者、替代品、新进入者和同行业竞争者五个维度,对比分析现有市场上的卖菜电商平台的运作模式,总结出美团优选的竞争优劣以及未来发展前景。最后,结合笔者真实的购物经历以及切身体会,指出美团优选目前在产品、物流与售后等方面存在的问题,并结合所学知识给出有针对性的建议,希望对社区团购的未来发展贡献自己的绵薄之力。

Based on the background of new retail and home consumption rising,this article studies the business model of community group buying taking Meituan Youxuan for example.Referring to the marketing Potter five models,from the following dimensions of suppliers,buyers,substitutes,new entrants and competitors,this article compares and analyzes the profit model of the existing e-commerce platform to draw the conclusions about the competitive advantages and disadvantages of Meituan Youxuan and its future development prospects.Finally,combined with the author's real shopping experience and personal experience,point out the existing problems of Meituan and give corresponding suggestions,hoping to contribute to the future development of community group buying.