基于新4C理论视域下石头科技营销策略分析
Analysis of Roborock Marketing Strategy Based on the New 4C Theory Perspective

随着移动互联网的发展，智能家居行业开始运用社群营销策略来增强用户黏性。本文基于新4C理论，从多维度场景的布控、价值认同社群的构建、品牌内容和形象的丰富、中心节点连接的增加等四方面分析石头科技的营销策略。研究发现：石头科技在场景布控、内容产出、社群传播等极具特色，切近消费者，获得较大市场份额。针对其社群营销存在的不足，提出相应发展建议。
With the development of the mobile Internet, the smart home industry has begun to use social media marketing strategy to enhance user stickiness. Based on the new 4C theory, this paper analyses Roborock’s marketing strategy from four aspects: the control of multi-dimensional scenes, the construction of value identity community, the enrichment of brand content and image, and the increase of central node connection. It is found that Roborock is very distinctive in scene control, content output, community communication, etc., which is close to consumers and obtains a large market share. For the deficiencies of its social media marketing, put forward corresponding development suggestions.