一种新的消费模式:网络社群消费  

On Online Community Consumption

作　　者：杨玉秀[1] YANG Yu-xiu(Tianjin Academy of Social Sciences,Tianjin 300191)

机构地区：[1]天津社会科学院产业研究所,天津300191

出　　处：《天津商务职业学院学报》2022年第1期58-64,共7页Journal of Tianjin College of Commerce

摘　　要：近年来,网络社群呈现爆发式发展,集聚了大量人群,并促生了新的消费模式——社群消费。社群消费是一种新型的网络消费方式,和传统电商相比,社群消费具有三大优势,即信息优势、信任优势和消费从众心理优势。网络社群能实现生产与消费的高效对接,从而具有激活消费潜力,推动消费升级的功效。鼓励企业创建品牌社群,发展“门店+社群”的新零售模式,积极发展粉丝经济、直播带货,挖掘非经济型社群的商业价值,加强物流行业发展、提升物流效率,有利于活跃社群消费,助力消费提升。Online communities have witnessed explosive growth in China in recent years,which has attracted a large number of consumers and promoted a new type of con⁃sumption mode-community consumption.Compared with traditional e-commerce,this new type has three advantages in terms of information,consumer trust and herd effect.Online community can help realize the efficient connection between production and con⁃sumption so as to activate consumption potential and promote consumption upgrading.Enterprises should be encouraged to create brand communities and adopt the new"store+community"retail mode,actively developing fan economy and live streaming market⁃ing and tapping the commercial value of non-economic communities.Meanwhile,logis⁃tics service should be strengthened to improve its efficiency,which is conducive to acti⁃vating and boosting community consumption.

关 键 词：网络社群 社群消费 消费模式 

分 类 号：F713[经济管理—产业经济]