本文从互联网时代这一大环境入手,结合蓝色经济的区域背景,介绍了互联网营销中的社群营销,从社群营销的一些基本概念的讲解,再结合中国社群形成的几个关键的结点,提出了社群营销的一般性理念,最后基于蓝色经济背景下的烟台苹果销售困境为例给出了社群化营销的建议,帮助烟台苹果能够在竞争日趋激烈的市场环境下走出经营困境。 This article starts with the great environment of the internet era, introduces the community marketing in internet marketing, explains some basic concepts of community marketing, combined with the key background of the Chinese community Finally, based on the marketing dilemma of Yantai Apple in the context of blue economy, this article gives the suggestion of social marketing and helps Yantai Apple to get out in an increasingly competitive market environment Operating difficulties.