新零售背景下社区团购问题分析——以X公司为例

福州理工学院本科生毕业论文（设计）The Analysis of Community Group Purchase in the New Retail ContextTaking X Company as an ExampleAbstractWith the continuous development of Internet technology and mobile payment technology,new commodity trading models have emerged,and new retail formats have become a topic ofcommon concern in the academic community.In the past,the online and offline integrationmodel and traditional retail are being quietly changed,and more and more companies areexploring new retail models.The community-based group buying model is a new type ofshopping model,and it has developed rapidly in the past few years.The market scale continuesto 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 ofrapid growth in the group-buying market.Changes in customer demand and increasing capitalinvestment 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 asthe main medium of the community,carries a large number of potential users who are easy toobtain in the early stage,and uses fresh food as the main product,forming two majorconvenience stores:fast sales +fresh food For high-frequency categories,it has developed acommunity group-buying business module with its own supply chain support,with a simple andclear operation model for radiant expansion.However,in the face of threats such as largee-commerce companies with high reputation and strong capital joining the market together,thedisadvantages and threats of Company X have gradually emerged.Faced with the threat of brandeffect and the dominance of the buyer's market,Company X's core competitiveness has yet to bedeveloped,and it needs to complete customer service and continue to penetrate strategicplanning.This article summarizes and discusses the existing community group buying research inacademia,conducts SWOT analysis on the basis of understanding the frontiers of currentresearch and practice,and combines the operating status of X company and the existingproblems analyzed,in terms of operating mode and after-sales system Put forward businessdevelopment countermeasures.This is of great significance for improving the community groupbuying system,optimizing the operation model,alleviating terminal pressure,and maintainingcustomer groups.It also provides a reference for the development of other group buyingcompanies in the new retail context.Key words:New Retail,Community Group Buying,Problem Analysis