社会化电子商务模式创新研究

Research on the Model Innovation of Social Commerce

从实践和不同学科领域出发梳理了社会化电子商务的社交性、安全性、有效性等特点,并从业务目标、客户连接、系统交互、设计视角和产品分类五个角度对社会化电子商务和传统电子商务模式进行了对比分析。进一步分析了社会化电子商务特有的通过社交网络圈对外不断扩散影响,从而对传统企业价值链中的各方面产生了不同程度的影响。最后总结了社会化电子商务在盈利模式、营销模式、UGC的挖掘及利用等方面的模式创新,并且结合实际指出了未来社会化电子商务应解决的关键问题和研究方向。

This paper presents the characteristics of social commerce from the practice and differentdisciplines, such as sociability, safety, and effectiveness. then a comparison haven been taken betweensocial commerce and e-commerce from five aspects such as business goals, customer connection, systeminteraction, design perspective and product category. And we futher analyze that social commerce coulddiffuse influence through social network circles that may have different impact on all aspects of traditionalenterprise value chain. Finally, we summarize the model innovation of social commerce in terms of profitmodel, marketing model,UGC mining and utilization and so on. Last we indicate the future researchdirection of social commerce and some crucial problems that should be solved pressingly.