社交电商企业价值链的建设途径——以P电商平台为例

The Construction Path of Social E-commerce Enterprise Value Chain——Take P E-commerce Platform as an Example

自2000年以来,我国的电商发展日渐成熟,逐步形成了以阿里、京东为巨头的电商市场格局。基于价值链的整合,目前国内电商平台大致可分为采购链电商、销售链电商、沟通链电商、服务链电商和用户链电商五种类别,反映了我国电商形态的繁荣。与此同时,我国电商平台仍存在企业的目标定位不明确、销售链方式单一的问题。在竞争激烈且注意力资源稀缺的市场经济时代下,P平台颠覆传统电商的传播运营模式,依托社交媒体的平台优势,呈现出以用户为中心的营销传播特点,短时间内在国内电商市场占有一席之地,从而为传统电商转型升级提供了可借鉴的创新经验。

Since the 20th century,the development of my country's e-commerce has gradually matured,and an e-commerce market pattern with Ali and JD as giants has gradually formed.Based on the integration of the value chain,the current domestic e-commerce platform can be roughly divided into five categories:procurement chain e-commerce,sales chain e-commerce,communication chain e-commerce,service chain e-commerce and user chain e-commerce,reflecting the form of China's e-commerce prosperity.At the same time,my country's e-commerce platform still has the problems of unclear target positioning and single sales chain.In the market economy era of fierce competition and scarcity of attention resources,P platform subverts the traditional e-commerce communication operation mode.Relying on the advantages of social media platforms,it presents the characteristics of user-centric marketing communication and has a short period of time in the e-commerce market.A place to provide innovative experience for traditional e-commerce transformation and upgrading.