“社群经济”商业模式研究——以《罗辑思维》为例

互联网时期诞生了一种新的经济形式——社群经济，而其发展到移动互联网时期，更是演变成了将来的主流商业模式。本文立足现代社群经济的发展，通过深入研究社群经济商业模式的运营，结合案例“罗辑思维”社群的分析，分析社群经济发展中存在的过度消费粉丝资源，会员权利不明确，售卖产品渠道不透明，社群管理制度不完善以及社群情感联系较少等问题，并深入剖析其原因，发现没有明确规划，操之过急、盲目招募会员导致会员基数大，使罗辑思维精力有限、社群活动门槛设定高普及性低等是导致问题出现的主要原因，在此基础上提出拓宽发展思路、完善会员管理机制，明确会员权利、透明化售卖产品的来源渠道，注重产品关联性销售、组织有形态，多对多匹配，溢价理性等针对性策略，为社群经济的进一步发展提出一些建议。

关键词：社群；社群经济；罗辑思维；商业模式

Research on Business Modelof "Community Economy" —— Taking Luoji Thinking as an Example

Abstract:The community economy is a new economic form born during the Internet era. In the mobile Internet era, the community economy is the mainstream business model in the future. Based on the development of the modern community economy, this article analyzes the operation of the business model of the community economy and analyzes the cases of the Luo Ji Thinking community to analyze the over-consumption fan resources that exist in the economic development of the community. The rights of the members are not clear. Poor sales of product channels, imperfect community management systems and less emotional connections among the community, and in-depth analysis of the reasons, found that there is no clear planning, blindly recruiting members led to a large base of members, so that Luo Ji mental energy is limited, The low level of popularity of group activity thresholds is a major cause of problems. Based on this, it proposes to broaden the development thinking, improve the membership management mechanism, clarify the rights of members, and transparently source channels for selling products, focusing on product-related sales, Organizations have tactics, many-to-many matching, premium rationality and other targeted strategies, and put forward some suggestions and notes for the further development of the community economy.

Key words: Community; Community Economy; Series Thinking

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