I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IITheAnalysisofCommunityGroupPurchaseintheNewRetailContext——TakingXCompanyasanExampleAbstractWiththecontinuousdevelopmentofInternettechnologyandmobilepaymenttechnology,newcommoditytradingmodelshaveemerged,andnewretailformatshavebecomeatopicofcommonconcernintheacademiccommunity.Inthepast,theonlineandofflineintegrationmodelandtraditionalretailarebeingquietlychanged,andmoreandmorecompaniesareexploringnewretailmodels.Thecommunity-basedgroupbuyingmodelisanewtypeofshoppingmodel,andithasdevelopedrapidlyinthepastfewyears.Themarketscalecontinuestogrow,andthemarketstockisnotyetsaturated.Withtheadventofthenewcrownepidemic,offlinechannelscannotcontinuetobeforced.Atthesametime,ithastriggeredanewroundofrapidgrowthinthegroup-buyingmarket.Changesincustomerdemandandincreasingcapitalinvestmenthavefurthertriggeredstrongcompetitioninthegroup-buyingmarket.CompanyXisaconveniencestorebrandborninHunan.Itusestheoriginalgrocerystoreasthemainmediumofthecommunity,carriesalargenumberofpotentialuserswhoareeasytoobtainintheearlystage,andusesfreshfoodasthemainproduct,formingtwomajorconveniencestores:fastsales+freshfoodForhigh-frequencycategories,ithasdevelopedacommunitygroup-buyingbusinessmodulewithitsownsupplychainsupport,withasimpleandclearoperationmodelforradiantexpansion.However,inthefaceofthreatssuchaslargee-commercecompanieswithhighreputationandstrongcapitaljoiningthemarkettogether,thedisadvantagesandthreatsofCompanyXhavegraduallyemerged.Facedwiththethreatofbrandeffectandthedominanceofthebuyer'smarket,CompanyX'scorecompetitivenesshasyettobedeveloped,anditneedstocompletecustomerserviceandcontinuetopenetratestrategicplanning.Thisarticlesummarizesanddiscussestheexistingcommunitygroupbuyingresearchinacademia,conductsSWOTanalysisonthebasisofunderstandingthefrontiersofcurrentresearchandpractice,andcombinestheoperatingstatusofXcompanyandtheexistingproblemsanalyzed,intermsofoperatingmodeandafter-salessystemPutforwardbusinessdevelopmentcountermeasures.Thisisofgreatsignificanceforimprovingthecommunitygroupbuyingsystem,optimizingtheoperationmodel,alleviatingterminalpressure,a...
