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首页> 外文会议>Enterprise grows in sustaining efficiency and effectiveness - 2010 international conference on the development of small and medium-sized enterprises. >Characteristics of Marketing Activities on Community Owners Forum and Its Value to SEM' Development-Take Beijing for Example
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Characteristics of Marketing Activities on Community Owners Forum and Its Value to SEM' Development-Take Beijing for Example

机译：社区业主论坛营销活动的特征及其对SEM发展的价值-以北京为例

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Community forum is a new idea of e commerce, which opens up new avenues for sales of goods and support a new path for SME' development. It has great marketing communications value because of a huge population base and the community members' high-frequency visit. There are three kinds of marketing activities in Community Owners Forum, including business opportunities category, propaganda and promotion category and products sales Class. This article is mainly based on the 8 large-scale community forum of Beijing, and keeps a research on the characteristics of marketing activities, The features of business opportunities class include forums have very rich and extensive group activities, which generally attract residents' attention and have great commercial potential; collective procurement is frequently, the channels of goods are wide, and the goods from collective procurement are mostly close with normal life etc. The features of Promotion and propaganda category and products sales class include the ad positions of the COF are under low levels of using, businesses are unconscious to establish community brand; flea markets are very hot, second-hand goods are in different forms and real low prices; buzz marketing show its function, online ordering with customization options, a credible marketing model was formed; the business information dissemination is in a timely manner, but they need to think about how to attract resident's attentions. After that, this article analysis the value of marketing activities on COF to SME based on 4C theory. The conclusions not only summarize the commercial potential of the community forum, but also guide enterprise to properly use COF to make marketing activities plan, coordination sales channel and carry out market penetration.
机译：社区论坛是电子商务的新概念，它为商品销售开辟了新途径，并为中小企业的发展提供了新途径。由于庞大的人口基础和社区成员的频繁访问，它具有巨大的营销传播价值。社区所有者论坛中有三种营销活动，包括商机类别，宣传和促销类别以及产品销售类别。本文主要基于北京的8个大型社区论坛，对营销活动的特点进行研究，商机课的特点包括论坛具有非常丰富和广泛的群体活动，通常引起居民的关注和关注。具有巨大的商业潜力；集体采购频繁，商品渠道广泛，集体采购的商品大多接近正常寿命等。促销和宣传类别以及产品销售类别的特征包括COF的广告位使用率较低。 ，企业无意识地建立社区品牌；跳蚤市场非常热，二手商品形式各异且价格低廉；嗡嗡营销显示其功能，带有定制选项的在线订购，形成了可靠的营销模型；商业信息的发布是及时的，但是他们需要考虑如何吸引居民的注意力。之后，本文基于4C理论分析了COF对中小企业的营销活动的价值。结论不仅总结了社区论坛的商业潜力，而且指导企业正确运用COF制定营销活动计划，协调销售渠道，进行市场渗透。

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