社区团购在供应链数字化转型过程中整合营销传播模式探析  

Exploring the Integrated Marketing Communication Models for Community Group Buying in the Digital Transformation Process of Supply Chain

作　　者：温妙红 WEN Miao-hong(Zhangzhou Institute of Technology,Zhangzhou 363000,China)

机构地区：[1]漳州职业技术学院,福建漳州363000

出　　处：《物流工程与管理》2024年第11期97-99,共3页Logistics Engineering and Management

基　　金：漳州职业技术学院2021年校级课题成果(课题编号:ZZY2021B118)。

摘　　要：社区团购不仅是一种新兴的电商模式,也是新零售模式的一种创新形式,其市场环境和消费者行为与传统电商均有所不同。文中针对社区团购在供应链数字化转型过程中整合营销传播模式进行深入探讨,剖析社区团购在供应链数字化转型过程中面临的局限性及探讨改良社区团购整合营销传播模式以提高其经济效益和社会效益,尝试对社区团购整合营销传播模式进行构建和细化其实施步骤,并对社区团购在供应链数字化转型过程中的整合营销传播模式的未来发展趋势提出一定的建设性意见,旨在为社区团购的发展提供理论和实践上的指导,从而更深入地研究社区团购。As an emerging e-commerce model and an innovative form of new retail,community group buying differs from traditional e-commerce in terms of its market environment and consumer behavior.This paper conducts an in-depth discussion on the integrated marketing communication model in the digital transformation process of supply chain for community group buying,analyzes the limitations faced during this transformation,and explores ways to improve the integrated marketing communication model for community group buying to enhance its economic and social benefits.Additionally,it attempts to construct and detail the implementation steps for the integrated marketing communication model of community group buying and provides constructive suggestions on the future development trends of this model during the digital transformation of supply chain.The aim is to provide theoretical and practical guidance for the development of community group buying and to promote more in-depth research in this field.

关 键 词：社区团购 数字化供应链 整合营销传播 

分 类 号：F724.6[经济管理—产业经济]