摘要
通过案例对社交电商的商业模式进行系统归纳,研究总结4种模式:①零售众包式电商:以会员为中心连接商品价值与个性化需求的高效新零售模式;②内容推送式电商:前期建立弱关系社区,成熟后寻求变现的社交电商模式;③社群激励式电商:在学习社群中相互激励学习同时吸引社交好友关注并购买知识类产品共同参与的电商模式;④拼团购物式电商:组织群体购买以达到优惠目的的购物模式。社交电商管理者开展以人为本的新型体验式服务,以保持用户粘度。
This paper systematically summarizes the business model of social e-commerce based on multiple cases. The research findings are as follows: ①Retail crowdsourcing e-commerce: an efficient new retail mode that connects commodity value and personalized demand with members as the center;②Content-pushing e-commerce: establishes weak relation communities in the early stage and seeks to realize after mature;③Community incentive e-commerce: encourages learning among social platforms and communities, and attracts social friends to pay attention to and purchase knowledge products to participate together;④Group shopping e-commerce: organizes group purchase to achieve preferential benefits. Finally, social e-commerce is prone to fall into the trap of excessive marketing of content or even pyramid schemes. Managers should not blindly pursue traffic dividends, but should develop new experience-oriented services that are people-oriented so as to continuously impress users.
作者
赵兴庐
潘雁馨
ZHAO Xinglu;PAN Yanxin(Guangdong University of Finance,Guangzhou 510521,China;Bank of Ningbo Co.,Ltd.Shenzhen Guangming Branch,Shenzhen 518107,China)
出处
《科技创业月刊》
2019年第10期16-22,共7页
Journal of Entrepreneurship in Science & Technology
基金
国家自然科学基金资助项目(41801213)
教育部人文社会科学研究青年项目(17YJC630227,16YJC630073)
关键词
社交电商
商业模式创新
零售众包
内容推送
拼团购物
social e-commerce
business model innovation
retail crowdsourcing
content pushing
community incentive
group shopping
