社区团购中团长运营要素的研究--基于4C理论

Research on the Operation Elements of the Head of the Community Group Purchase--Based on the 4C Theory

社区团购是由生鲜电商演变而来的新型售货模式,自2015年发展至今,市场规模预计超过万亿元,但目前平台同质化严重,有针对性地设计销售方案越发紧迫。在社区团购过程中,团长是社区团购流程中极其重要的一环,发挥了纽带作用。为充分发挥团长的作用,实现“有温度的销售”,本文基于4C理论对团长进行研究,探究团长运营的关键要素,以期推动我国社区团购行业长远健康发展。

Community group purchase is a new selling model that evolved from fresh food e-commerce,and the market size is expected to exceed a trillion yuan since 2015 to the present,but at present,platform homogenization is serious,and it is more and more urgent to design targeted selling solutions.In the process of a community group purchase,the head plays an extremely important role in linking the community group purchase.To give full play to the role of the head and realize“warm sales”,this paper studies the head through the 4C theory and explores the key elements of the head’s operation,to contribute to the long-term healthy development of China’s community group purchase industry.