浅议电子商务平台上UGC的规范和利用

Study on the Standardization and Utilization of UGC of Ecommerce Platform

对用户生成内容进行分析和利用可以帮助电商制定更加有效的营销策略、提高消费者的购物满意度,净化网络环境。通过文献综述和实地调研的方式,从消费者、电商平台、电商和监管部门四个角度为电子商务平台上的UGC的规范和利用提出建议,鼓励消费者发布高质量的客观评价并充分利用UGC、电商平台完善UGC分析系统、电商利用UGC的同时引导消费者发布真实的UGC、监管部门从法律法规上全面规范UGC,使得电子商务平台上的UGC得到有效的规范和充分的利用,从而促进电子商务行业健康发展。

In recent years, the e-commerce industry has developed rapidly. At the same time, a large number of users have been accumulated on the UGC platform. In order to better manage and utilize UGC on the e-commerce platform, it helps e-commerce to formulate more effective marketing strategies and improve consumption. Through literature review and field research, this paper puts forward suggestions for the standardization and utilization of UGC on e-commerce platform from four perspectives of consumers, e-commerce platform, e-commerce and government. It encourages consumers to publish high-quality objective evaluation and make full use of UGC and e-commerce platform to perfect UGC analysis system and e-commerce platform to make use of UGC. Guiding consumers to issue real UGC and the government to regulate UGC form laws and regulations, make UGC on e-commerce platform be effectively standardized and fully utilized, so as to make full use of UGC on e-commerce platform and promote the healthy development of e-commerce industry.