互联网和社交媒体的快速发展改变了人们的生活，人们的信息获取方式呈碎片化和多渠道的趋势。随之而来的是权威性的中心媒体逐步弱化，这些变化进而影响到人们的消费行为，口碑和体验逐渐地成为消费者选择商品的主因。市场环境和人们消费行为的变化的现实促使传统企业的必须进行经营模式创新，从过去以产品思维转向用户思维的经营模式。S2b2c模式是社交媒体时代的企业、商家和消费者之间关系的重构和创新。S平台的企业通过对商家小b赋能一起为消费者c提供服务，通过小b来撬动更大的资源，导入超预期的产品实现裂变效应。本文以健康食品领域的海参企业作为研究样本，选用该企业在2020年疫情期间的武汉几个社区拼团活动为具体案例，企业与商家相互协作共同完成了几个社区的拼团商业活动，取得了一些基于S2b2c模式的经验。经过对过程的复盘提炼出S平台在与小b的协作共赢的运营流程和机制。包括有价值的内容建设的步骤和方法，内容的传播节奏和方式，识别和判断消费者的心理预期，设计超预期产品，和规避可能带来的风险等。模式的核心是S对小b的赋能，包括如何进行的IP赋能，内容和知识赋能，产品赋能以及流量赋能等。通过赋能让小b成为本地的海参专家，使小b有能力和意愿去建设自身的私域流量。帮助小b从组建社群开始，导入私域流量池进而形成转化。小b发挥本地化和与消费者黏性的优势，通过线上的内容传播结合线下的地推，开展社区拼团活动。引导有背书、有温度的体验分享，实现口碑相传的裂变。帮助小b从消费者挖出种子客户进而孵化出小b，组建海星式的社群团长团队，复制业务模式进行快速的覆盖。随着我国经济的高速发展与人口老龄化进程，海参需求将迎来爆发。普遍存在行业混乱，缺乏充分售前咨询服务与能落地的交付服务等的痛点问题，而基于S2b2c的模式较好地解决这些痛点。基于S2b2c模式的社群营销是一种商业模式的创新，要求模式所需要素的合理配置发挥出效率，需要S平台的企业进行一系列的基础建设和资源整合，包括内容的生产与企业传播体系建设，赋能体系建设，私域流量建设，超预期产品体系建设，以及企业组织和文化的升级等。同时企业需加强生产过程的控制，食品安全体系，舆情监控和应急方案等。本文采用对比比较法、PEST分析法、波特五力分析法和STWOT分析等分析工具，对样本企业的具体案例进行研究，得出传统的食品企业基于S2b2c模式的社群营销的商业模式创新是有效可行的结论。
In the era of mobile Internet, the rapid development of social media has changed people's lives. It has become easier for people to obtain information, which is becoming increasingly fragmented and multi-channel. Following this is the gradual weakening of authoritative central media. These changes in turn affect people's shopping habits. Word of mouth and experience gradually become the main factors for consumers to choose products. The reality of changes in the market environment and people's shopping has pushed traditional companies to innovate their business models, shifting from product thinking to user thinking.The S2b2c model is the reconstruction and innovation of the relationship between enterprises, distributors and consumers in the era of social media. Enterprises on the S platform enable distributors b, and S and b provide services to consumers c, leveraging larger resources through b, and importing Beyond the Expected Products to achieve fission effect. This article uses a sea cucumber company in the health food field as a research sample, selects several Community Group Purchasing activities of the company in Wuhan during the 2020 epidemic as specific cases, reviews the detailed steps and operating procedures of the entire community grouping process, as an S platform company Cooperated with b as a distributor to complete group buying business activities in several communities, and gained some experience based on the S2b2c model.After a detailed review of the process, a lot of experience was extracted, and the S platform gradually summarized a series of operating procedures and mechanisms for cooperation and win-win in the collaboration attempt with b. Including the implementation steps and methods of valuable content construction, the pace and method of content dissemination; how to identify and judge consumers' psychological expectations, how to design products that exceed expectations, and avoid possible risks. The core of the model is the enabling of S platform to b, including how to carry out IP enabling, content and knowledge enabling, product enabling and traffic enabling. By enabling b to become a localized sea cucumber expert, b has the ability and willingness to build his own Private Domain Traffic. Help b start with the formation of a community, import the Private Domain Traffic pool to form a conversion. b takes advantage of localization and stickiness with consumers, and carries out community group-building activities through online content dissemination combined with offline local push activities. Guide the sharing of experiences with endorsement and temperature, and realize the fission effect passed down by word of mouth. How to help b dig out seed customers from consumers, how to incubate b from seed customers, how to form a starfish-like community leader team, and how to copy the business model to quickly cover the target group.With the rapid development of China's economy and the aging of the population, the demand for sea cucumbers will usher in an explosion. There is widespread industry confusion, lack of adequate pre-sales consulting services and localized delivery services, and other pain points, and social marketing based on the S2b2c business model can better solve these pain points. Community marketing based on the S2b2c model is an innovation of a business model. It requires a reasonable configuration of the elements required by the model to achieve efficiency. Enterprises on the S platform need to carry out a series of infrastructure construction and resource integration, including content production and corporate dissemination. System construction, enablement system construction, Private Domain Traffic construction, exceeding-expected product system construction, and corporate organization and cultural upgrades. At the same time, the enterprise as the S platform needs to strengthen the control of the production process, the food safety system, the monitoring of public opinion and the emergency plan, etc. This paper uses comparative analysis, PEST analysis, Porter’s five forces analysis and STWOT analysis to study specific cases of sample companies, and concludes that the business model innovation of traditional food companies based on the S2b2c model of community marketing is Effective and feasible conclusions.
