社群经济的形成机理与发展路径:基于强弱关系的视角

Formation Mechanism and Development Path of Community Economy:From the Perspective of Strong and Weak Ties

社群经济是以社群为载体、基于社群关系而形成的经济模式。作为一种以弱关系为主、强关系为辅的关系经济,社群经济的发生源于对现有社群关系的变现和对新社群关系的投资,形成了从社群到社群经济以及从经济到社群经济两条生成路径。其中,从社群到社群经济是对现有社群关系经济价值的开发和转化,本质是对社群关系的变现;从经济到社群经济是通过新建社群关系发展社群经济,把即时关系转变为社群弱关系,本质是对新社群关系的投资。社群经济的发展是外因拉动和内因推动共同作用的结果。营销重心从流量向关系转移、满足个性化需求的重要性日益凸显以及价值共创的蓬勃兴起,为社群经济提供了广阔的增长空间,是拉动社群经济发展的外部力量;社群弱关系的爆发性发展为社群经济提供了基础,而其所具备的容易维护的特征,降低了社群经济的运营成本,二者构成推动社群经济发展的内部动力。关系是社群经济发展的基础。在扩展弱关系网络、推动社群经济快速发展的同时,壮大强关系网络,提升社群经济的内在价值,进而实现强弱关系相互协作、线上线下融合发展,是社群经济的可持续发展之路。

Community economy is an economic model based on community relations and with communities as carriers.As a relationship economy with weak ties as the main body and strong ties as the auxiliary,the emergence of community economy stems from the realization of existing community relations and the investment in new community relations.There are two main paths for its generation,namely from community to community economy and from economy to community economy.Among them,from community to community economy is the development and transformation of the economic value of existing community relations,which is essentially the realization of community relations;from economy to community economy is the development of community economy through the establishment of new community relations,transforming instant ties into community weak ties,which is essentially the investment in new community relations.The development of community economy is the result of the combined effect of external and internal factors.The shift of marketing focus from traffic to relations,the increasing importance of meeting personalized needs,and the vigorous rise of value co-creation have provided a broad growth space for community economy and are external forces driving the development of community economy;the explosive development of weak community ties has provided a foundation for community economy,and its easy-to-maintain characteristics have reduced the operating costs of community economy.The two together constitute the internal driving force for the development of community economy.Relationships are the foundation of the development of community economy.While expanding the weak relationship network and promoting the rapid development of the community economy,strengthening the strong relationship network and enhancing the intrinsic value of the community economy,thereby achieving mutual collaboration between strong and weak ties and integrated development online and offline,is the path to sustainable development of the community economy.