Community operation is a marketing method that establishes community relationships with the enterprise as the center, based on value services, and interacts with customers to enhance customer activity and sense of belonging, so as to promote customer consumption behavior and cultivate customer loyalty. The most common form of community is the brand’s customer club. The most common form of community in the operation of cross-border e-commerce third-party platforms is store membership.
The value of community operation can be reflected from both the customer and enterprise perspectives.
(1) Community operation can be used to motivate customer consumption behavior, enhance customer relationships, maintain customer loyalty, maintain long-term relationships with customers, and enhance customer lifetime value.
(2) Community operation can not only bring economic benefits to the enterprise, but also bring spiritual recognition to customers. By maintaining the emotions of community members, customers can achieve value recognition and sense of belonging to the corporate brand.
In cross-border e-commerce, community operation is achieved through store membership operation. By combining the store membership system with marketing methods, the core purchasing power group is retained to achieve the purpose of promoting store sales, enhancing store customer loyalty, and conveying brand value.