新零售背景下社区团购问题分析——以X公司为例
摘要
互联网技术的日新月异推动了移动支付的发展，商品交易模式也不断升级更新，新的零售业态已成为学术界共同关注的话题。以往线上线下一体化模式和传统零售正在被悄然改变，越来越多的公司正在探寻新的零售模式。基于社区的团购模式是当下新型的购物模式，在过去几年来它发展迅速。市场规模持续增长，市场存量尚未饱和。随着新冠疫情的到来，线下渠道无法继续强行，同时引发了团购市场的新一轮快速增长，客户需求的转变和不断增加资本投入，进一步引发团购市场的强烈竞争。
X公司是出身于湖南便利店品牌，以原有杂货店作为社区的主要媒介，搭载前期拥有大量易获取的潜在用户，将生鲜为主要商品，形成便利店的快销+生鲜的两大高频品类，发展了拥有自己供应链支撑的社区团购业务模块，以简单清晰的运营模式，进行辐射性的扩展。但是面对知名度高、资本雄厚的大型电商一同加入市场等威胁，X公司的劣势与威胁逐渐显露。面对品牌效应与买方市场占据主导地位的威胁，X公司的核心竞争力还待开发，需要完备顾客服务，继续深度渗透战略规划。
本文在对学术界现有的社区团购研究进行归纳整理与论述，了解当前研究和实践的前沿情况的基础上进行SWOT分析，结合X公司运营现状以及剖析出的现存问题，在运营模式、售后系统等方面提出业务发展对策。这对于完善社区团购系统、优化运营模式、缓解末端压力、客群维护都具有重要意义，同时为其他团购企业在新零售背景下的发展提供参考。
关键词：新零售；社区团购；问题分析
The Analysis of Community Group Purchase in the New Retail Context —— Taking X Company as an Example
Abstract
With the continuous development of Internet technology and mobile payment technology, new commodity trading models have emerged, and new retail formats have become a topic of common concern in the academic community. In the past, the online and offline integration model and traditional retail are being quietly changed, and more and more co
mpanies are exploring new retail models. The community-based group buying model is a new type of shopping model, and it has developed rapidly in the past few years. The market scale continues to grow, and the market stock is not yet saturated. With the advent of the new crown epidemic, offline channels cannot continue to be forced. At the same time, it has triggered a new round of rapid growth in the group-buying market. Changes in customer demand and increasing capital investment have further triggered strong competition in the group-buying market.
Company X is a convenience store brand born in Hunan. It uses the original grocery store as the main medium of the community, carries a large number of potential users who are easy to obtain in the early stage, and uses fresh food as the main product, forming two major convenience stores: fast sales + fresh food For high-frequency categories, it has developed a community group-buying business module with its own supply chain support, with a simple and clear operation model for radiant expansion. However, in the face of threats such as large e-commerce companies with high reputation and strong capital joining the market together, the disadvantages and threats o
f Company X have gradually emerged. Faced with the threat of brand effect and the dominance of the buyer's market, Company X's core competitiveness has yet to be developed, and it needs to complete customer service and continue to penetrate strategic planning.
This article summarizes and discusses the existing community group buying research in academia, conducts SWOT analysis on the basis of understanding the frontiers of current research and practice, and combines the operating status of X company and the existing problems analyzed, in terms of operating mode and after-sales system Put forward business development countermeasures. This is of great significance for improving the community group buying system, optimizing the operation model, alleviating terminal pressure, and maintaining customer groups. It also provides a reference for the development of other group buying companies in the new retail context.
Key words: New Retail，Community Group Buying，Problem Analysis
一、绪论
（一）选题背景与研究意义
1.选题背景
随着科技的发展，顾客的消费方式逐渐发生变化，电商企业也面临着激烈的市场竞争，在这种背景下，社区团购应运而生。这种购物方式具有显著的优点，成本低，产品质量有保障，交付体验更好，模仿复制更容易。
同时在新冠疫情这样“黑天鹅”事件下，社区团购的优势就更加突出，团购市场也因此得到良好的发展。由于疫情的限制，居民无法出门购物，社区进行信息传递，同时负责对居民的管理，为了满足居民的基本生活，社区统一采购就逐渐走向大众。社区团购的发展可谓是理所应当。在去年2、3月份，受到疫情防控的需要，居民无法外出，基本的生活用品只能在网上购买，这使得各个生鲜平台获得了大量的订单。社区团购本身的特性就是生鲜产品，顾客正好利用社区团购购买产品，满足基本的需求。所以社区团购在疫情期间获得了
迅速的发展，这也表明该种购物方式在疫情期间保障了基本的物质需求。
社区团购的迅速发展并不意味着它的模式是完善的，当前依然面临着团长服务、市场竞争冲突等问题。由于其具有相当大的市场前景，大量的竞争者参与到社区团购中，而且一些网络巨头也开始涉足团购。社区团购要在市场立足，提升核心竞争力，需要从以下方面着手：明确市场定位，激励和管理制度要进行完善，确保社区团购和供应链完全匹配。
2.研究意义
对于新零售背景下社区团购的问题细化研究却还比较缺乏，如何创造互利共赢的团购模式是未来学者需要关注的重要议题。万亿生鲜市场，社区团购将会面临重大的发展前景。很多研究表明生鲜商品具有其自身的特色，由于履约成本不低，导致电商很难进行覆盖，这就表明社区团购具有广阔的发展机遇。而且社区团购吸引很多互联网巨头加入，生鲜零售的板块逐渐扩充，版图不断完善，未来下沉市场的生机会不断蓬勃发展。
本文针对社区团购目前的困境问题，能够在研究过程中，明确新零售背景下社区团购的发展现状，为提升X公司的竞争力及以后的发展提供思路方向；同时也能为新零售背景下的社区团购发展具有参考价值，并对一些社区团购企业在生产运营提供有力支撑。
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团购,社区,发展,市场,模式,零售,进行,生鲜
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