移动互联网环境下社交化营销——国内外模式对比

Social E-commerce Marketing under Mobile Internet Environment——The Contrasts between Domestic and Foreign

移动互联网技术不仅使社交、购物、新闻等移动APP得到广泛使用,同时也使移动支付变得简单。一方面移动APP促进用户把线下的商务休闲活动转移到线上,另一方面用户与移动APP之间的交互促成了新的商业营销模式——社交化电商营销。移动互联网环境下商品和用户是一种推荐关系,如何进行社交化电商营销已成为诸多企业共同面临的难题。本文以京东、网易新闻、Facebook为例,介绍一种最新社交化电商营销模式,并在分析国内外模式差异基础上,提出几点关于我国企业未来开展移动互联网社交化电商营销的建议。

The mobile Internet technology not only makes social, shopping, news and other mobile APPs are widely used, at the same time makes mobile payment easier. On one hand, mobile APPs promote users to transfer business and casual activities from offline to online. On the other hand, the relevance between users and APPs leads to a new business marketing model--social e-commerce marketing. How to effectively carry out e-commerce marketing has become a big problem to most enterprises. Firstly,this paper takes Jingdong, Netease news, Facebook as examples to propose a new social e-commerce marketing model. Then, based on analyzing the contrasts between domestic and foreign the paper further gives some suggestions on mobile Internet social e-commerce marketing for future enterprises.