摘要
社区团购于2016年在长沙这个城市兴起。它的运营模式简单，企业的准入门槛较
低，获客成本低，有流量红利，且市场潜力巨大，被各大企业视为“互联网的最后一片
蓝海”，因此在2018年社区团购就已经引发了一次各大投资机构的争相追捧。2020年
受到突如其来的新冠疫情的影响，加速了国民对于社区团购的接受度和认知度，也让社
区团购欧亿·体育（中国）有限公司再次成为了互联网关注的中心。并引发了各大互联网无底线的烧钱圈地的恶
性竞争，除了像美团、京东、拼多多、饿了么这些本身做电商的大公司已经纷纷入场，
甚至快递企业也已经开始布局，比如“中通同城”就是由中通快递公司注册的商标，丰
巢科技企业也申请注册了“丰巢惠团”，顺丰快递推出了“帮我买”业务。虽然社区团
购有非常多且明显的优点，但是所面临的挑战也同样不少，比如供应链管理、运营管理
等。因此本文将针对B公司O2O社区团购的运营优化策略进行深入的研究，希望对B公
司和其他社区团购的公司能起到借鉴参考的作用。
B公司2001年成立于深圳，是一家集采购、采购保鲜、物流仓储、标准分级、营销
拓展、品牌运营、门店零售、信息科技、金融资本、科研教育、种植技术支持于一体的
大型连锁经营业态的企业。B公司O2O社区团购业务创办的宗旨是希望为小区居民在优
质服务的基础上带去便利和实惠。虽然B公司已经建立了非常丰富的自有资源，但是在
面对越来越多的资本入场社区团购这块大蛋糕时，依然需要解决实际运营中存在的诸多
问题才可能在这场战役中占得一席之地。
通过大量的文献、书籍、互联网的查阅和学习，并对现有的各大社区团购公司进行
欧亿·体育（中国）有限公司收集，然后针对B公司现有情况，提出具有可实际操作并运用到该公司的运营方案
和建议。第一部分主要交代了社区团购的研究背景及意义，并重点总结了国内外研究发
展现状；第二部分介绍了O2O、社区团购、用户画像、精准营销、PEST、RFM等的相关
概念和理论基础。第三部分主要针对B公司O2O社区团购目前所处的一个运营环境分析。
第四部分分析了B公司O2O社区团购目前存在的运营问题及分析。第五部分结合B公司
O2O社区团购存在的运营问题，提出了针对B公司O2O社区团购的运营优化策略。第六
部分得出研究结论与展望。
关键词：社区团购；O2O；运营策略
I
Abstract
Community group buying rose in Changsha in 2016. Its operation mode is simple, the
enterprise has low access threshold, low customer cost, traffic dividend and huge market
potential. It is regarded by major enterprises as the "last blue ocean of the Internet". Therefore,
in 2018, community group purchase has triggered a competition among major investment
institutions. In 2020, the impact of COVID-19 suddenly accelerated the acceptance and
recognition of community group purchase, and also made the community group purchase
industry become the focus of Internet concern again. It has also triggered vicious competition
among major Internet companies that burn money and enclosure without bottom line. In
addition to large e-commerce companies such as meituan, jd, pinduoduo and hungry,
even express companies have begun to layout. For example, "Zhongtong Tongcheng" is a
trademark registered by Zhongtong express, Fengchao technology enterprises have also
applied for registration of "Fengchao huituan", and Shunfeng Express has launched the
business of "help me buy". Although community group buying has many obvious advantages,
it also faces many challenges, such as supply chain management, operation management and
so on. Therefore, this paper will conduct in-depth research on the operation optimization
strategy of o2o community group purchase of company B, hoping to play a reference role for
company B and other community group purchase companies.
Founded in Shenzhen in 2001, company Bis a large chain operation enterprise
integrating procurement, procurement and preservation, logistics and warehousing, standard
classification, marketing development, brand operation, store retail, information technology,
financial capital, scientific research and education and planting technology support. The
purpose of o2o community group purchase business of company B is to bring convenience
and benefits to community residents on the basis of high-quality service. Although company
B has established very rich own resources, it still needs to solve many problems existing in
the actual operation before it can occupy a place in this battle in the face of more and more
capital entering the community to buy this big cake.
Through a large number of literature, books and Internet access and learning, and collect
the data of the existing major community group purchase companies, and then put forward the
operation plans and suggestions that can be actually operated and applied to the company
according to the current situation of company B. The first part mainly explains the research
background and significance of community group buying, and focuses on the research and
development status at home and abroad; The second part introduces the related concepts and
II