共享经济作为一种新兴经济模式，正在深刻改变传统市场格局与消费行为，本研究旨在探讨共享经济背景下市场营销策略的创新路径及其实践效果以应对市场变革带来的挑战研究。基于文献分析与案例研究相结合的方法，选取典型共享经济企业为研究对象，深入剖析其营销策略的演变过程及关键驱动因素研究发现，共享经济模式下的市场营销策略呈现出以用户为中心、技术赋能为核心、社群互动为基础的显著特征，尤其是在品牌塑造、用户体验优化及精准营销方面展现出独特优势研究表明，通过数据驱动的个性化服务、社交化传播以及信任机制构建，企业能够有效提升用户粘性与市场竞争力本研究的创新点在于系统揭示了共享经济下营销策略的核心要素，并提出了可操作性强的实践框架，为相关企业提供了理论支持与实践指导同时，研究结果对推动共享经济的可持续发展具有重要参考价值
关键词：共享经济；市场营销策略；用户粘性；技术赋能；社群互动
Abstract
As a new economic model, the sharing economy is profoundly transforming traditional market structures and consumer behaviors. This study aims to explore the innovative pathways of marketing strategies under the context of the sharing economy and their practical effects in response to the challenges brought by market changes. By employing a research method that combines literature analysis with case studies, this study selects typical sharing economy enterprises as research subjects to thoroughly analyze the evolution process of their marketing strategies and the key driving factors. The findings indicate that marketing strategies under the sharing economy model exhibit significant characteristics, such as being user-centered, technology-empowered, and community-interaction-based. These strategies demonstrate unique advantages, particularly in brand building, user experience optimization, and precise marketing. The study shows that through data-driven personalized services, socialized communication, and the construction of trust mechanisms, enterprises can effectively enhance user retention and market competitiveness. The innovation of this study lies in systematically revealing the core elements of marketing strategies under the sharing economy and proposing a highly operational practical fr amework, providing theoretical support and practical guidance for related enterprises. Meanwhile, the research results hold important reference value for promoting the sustainable development of the sharing economy.
Keywords: Shared Economy；Marketing Strategy；User Retention；Technology Empowerment；Community Interaction
目 录
一、引言 1
二、共享经济模式下的市场环境分析 1
（一）共享经济的市场特征与需求变化 1
（二）用户行为对营销策略的影响 2
（三）市场竞争格局与企业定位 2
三、创新营销策略在共享经济中的应用 3
（一）数据驱动的精准营销实践 3
（二）社交媒体与品牌传播创新 4
（三）用户参与式营销的实施路径 4
四、共享经济下营销策略的效果评估与优化 5
（一）营销效果的量化评估方法 5
（二）用户反馈与策略调整机制 5
（三）持续优化的动态管理框架 6
结 论 6
致 谢 7
参考文献 8
关键词：共享经济；市场营销策略；用户粘性；技术赋能；社群互动
Abstract
As a new economic model, the sharing economy is profoundly transforming traditional market structures and consumer behaviors. This study aims to explore the innovative pathways of marketing strategies under the context of the sharing economy and their practical effects in response to the challenges brought by market changes. By employing a research method that combines literature analysis with case studies, this study selects typical sharing economy enterprises as research subjects to thoroughly analyze the evolution process of their marketing strategies and the key driving factors. The findings indicate that marketing strategies under the sharing economy model exhibit significant characteristics, such as being user-centered, technology-empowered, and community-interaction-based. These strategies demonstrate unique advantages, particularly in brand building, user experience optimization, and precise marketing. The study shows that through data-driven personalized services, socialized communication, and the construction of trust mechanisms, enterprises can effectively enhance user retention and market competitiveness. The innovation of this study lies in systematically revealing the core elements of marketing strategies under the sharing economy and proposing a highly operational practical fr amework, providing theoretical support and practical guidance for related enterprises. Meanwhile, the research results hold important reference value for promoting the sustainable development of the sharing economy.
Keywords: Shared Economy；Marketing Strategy；User Retention；Technology Empowerment；Community Interaction
目 录
一、引言 1
二、共享经济模式下的市场环境分析 1
（一）共享经济的市场特征与需求变化 1
（二）用户行为对营销策略的影响 2
（三）市场竞争格局与企业定位 2
三、创新营销策略在共享经济中的应用 3
（一）数据驱动的精准营销实践 3
（二）社交媒体与品牌传播创新 4
（三）用户参与式营销的实施路径 4
四、共享经济下营销策略的效果评估与优化 5
（一）营销效果的量化评估方法 5
（二）用户反馈与策略调整机制 5
（三）持续优化的动态管理框架 6
结 论 6
致 谢 7
参考文献 8
