中文摘要：新创公司KEEP实行成功的社区市场战略，自2016年8月上线通过实施该战略KEEP的移动移动应用程式的在线注册用户已经超过1亿。社区市场经济适应当今的经济型市场，其独特之处也吸引了不少优秀企业的关注，如万科。本论文将会将焦点放在受热议的社区市场战略以及新创企业应该如果利用社区市场战略来在市场上争得一席之地。本文将会从细节上分析KEEP的社区市场战略以及它的网络社区，到研究当下的其遇到的问题和将会面对的机遇。以KEEP为案例，从宏观环境和微观环境通过SWOT分析法对社区营销战略做一个全面的分析，指出其优势、劣势、机会以及威胁。这将会给KEEP的后续采用社区营销战略建立坚实的基础并推动其在当下市场的发展。

关键词：社区营销战略；新创公司；KEEP

Contents

Acknowledgments

Abstract

中文摘要

1.Introduction.1

 1.1 Background of the Study1

 1.2 Purpose and Significance of the Study2

 1.3 Methodology2

2. Literature review4

2.1 Business Model4

2.2 Offline Community and Online Community4

2.3 Online Community E-commerce.5

2.4 Influence and How Community Business Model Work5

3. Research of Keep’s Marketing Strategy7

3.1 Current Situation of KEEP’s Marketing Strategy7

3.2 Analysis of Community Marketing Strategy8

  3.2.1 Strength8

  3.2.2 Weakness9

  3.2.3 Opportunities9

  3.2.4 Threats10

4. Current Situation of New Ventures and Suggestion.11

4.1 Current Situation of New Ventures11

4.2 Adequate Preliminary Investigation and Meticulous Marketing Analysis.11

4.3 Innovative Online and Offline Promotion12

4.4 Balancing the Relationship between Common Customers and Vip Customers13

4.5 Creative Advertisement13

5. Conclusion.15

References16