摘要：社区O2O作为本地化服务的平台，更注重人们的日常生活，让居民获得更优的用户体验。然而目前，相关企业的差异性较少，并且社区服务平台利用率较低、社区服务功能相对单一、社区渠道下沉慢、服务落地难等问题阻碍了社区O2O的发展。

而研究表明，在“她经济”趋势下，女性消费群体，尤其“中国大妈”基于其人数庞大、消费能力与消费影响力高的特征，成为社区O2O中极具潜力的消费人群。因此，本文通过问卷调查与文献分析，进一步挖掘了中国大妈的消费水平、目前网络使用情况。在总结目前O2O模式的基础上，通过建立信息平台、DM点读系统、诚信服务中心等构建基于中国大妈的社区O2O模式，提高社区O2O服务效率。同时，创新提出利用中国大妈热情、空闲时间较多等人群特点制定以大妈作为业务人员的营销策略，以此解决“最后一公里”、用户信任感低等一系列社区O2O面临的问题。47753

Abstract：As a platform emphasizing on local service, community O2O focuses on people’s daily life more and helps residents get a better customer experience. However, the O2O model differences among related enterprises are limited. And the use ratio on community service platform is low. The simplex frustration of community center, slow channel sinking on community and hard landing on service is now hindering the development of O2O.  

While the survey shows that with the trend of “HER Economy”, the female consumption group, especially the Chinese middle- aged women are now a most potential consumption group for its huge popularity, high consuming capacity, and consumption influence. As a result, this essay is aimed to search the Chinese middle-aged women’s consumption level and cyber usage according to investigation and paper analyze. On the base of the conclusion of current O2O model, a new community O2O model based on Chinese middle-aged women is conducted. This model includes constructing information platform, DM system, and Credibility service center etc. to improve the O2O service efficiency. Moreover, to solve the O2O problems such as “final one kilometers” and the low users’ credit, this essay conduct a new marketing strategy according to women’s passion and freedom. 

毕业论文关键词：中国大妈；社区O2O；消费者行为；女性消费

Keyword: Chinese middle-aged female; community O2O; Consumer behavior; female consumption

目录

1.引言 ４

1.1研究背景及意义 ４

1.2研究内容 ４

1.3拟解决主要问题 ５

1.4研究方法 ５

2.文献综述 6

2.1 O2O模式研究 6

2.2消费群体特征研究 6

2.3女性消费群体特征 7

3.中国大妈消费群体消费心理阐述及分析 7

3.1“中国大妈”定义 7

3.2“中国大妈”消费群体的特征及心理 8

3.2.1 群体特征 8

3.2.2 消费心理 8

3.2.3“中国大妈”非理性消费行为分析 9

3.3 基于网络消费与线下体验的问卷调查 9

3.3.1 调查分析 9

3.3.2 调查总结