优惠还是骗局：电子商务惠购模式探析

Discount or Scam: Analysis of E-commerce Preferential Purchase Mode

网络购物已成为当前社会的常态化行为,价格优惠是网络购物的主要特点。基于消费者对网购产品的需求和网商推广销售的需要,电商惠购模式应运而生。电商惠购模式依托各知名电商平台,担任其平台内商家的导购职能,以省钱、返利和赚钱作为优惠手段为商家提供多渠道的宣传推广,使得买家获得优惠、卖家增加销量、推广者赚取佣金,实现三者共赢。然而,惠购平台受限的发展空间、商业模式的可信度、无法保证的产品质量、高门槛和多套路的优惠条件以及疑似传销的层级代理方式等已成为惠购模式发展的主要问题,也是消费者认为其是新型网络骗局的主要原因。惠购模式到底是优惠还是骗局,需要对惠购平台的具体推广方式、优惠形式和盈利模式进行明确的判断,真正实现三者共赢。

Online shopping has become the normal behavior of the current society, and low price is still one of the labels that most people define for online shopping. Based on the demand of consumers for online shopping products and the need for online merchants to promote sales, the e-commerce preferential purchase model came into being. The e-commerce preferential purchase model relies on the well-known e-commerce platform to serve as the shopping guide function for merchants in its platform. It saves money, rebates and makes money as a preferential means to provide multi-channel promotion for e-commerce merchant products, facilitate customer transactions and obtain merchants, realizing three wins. However, the limited development space of the preferential purchase platform, the credibility of the business model, the unguaranteed product quality, the high threshold and the preferential conditions of multiple sets of channels and the hierarchical agent method of suspected pyramid schemes have become the main problems in the development of the preferential purchase model, as well as consumers think that the purchase mode is the main reason for the new network scam. It is necessary to recognize whether the preferential purchase mode is a preferential or a scam. If the preferential purchase mode is a benifit or not depends on making a clear judgment on the specific promotion methods, preferential forms and profit models of the preferential purchase platform.