摘要
电商社群是电商平台的利益相关者集聚的线上社群,随着线上电商与社群营销的不断发展,电商社群的运营对企业的绩效及顾客习性培养等方面起到更加重要的作用。综合概述了社群的不同阶段及其类型与绩效指标,总结出电商社群的定义、类型、绩效与作用,以期对未来电商社群的研究与应用提供帮助。
E-commerce communities are online communities gathered by stakeholders of e-commerce platforms.With the continuous development of online e-commerce and community marketing,the operation of e-commerce communities plays a more important role in enterprise performance and customer habit cultivation.This paper summarizes the different stages,types and performance indicators of e-commerce communities,and elaborates the definition,types,performance and role of e-commerce communities,so as to provide help for the research and application of e-commerce communities in the future.
作者
唐秋鸿
翁巧玲
TANG Qiuhong;WENG Qiaoling
出处
《商业经济》
2021年第6期148-150,162,共4页
Business & Economy
基金
国家自然科学基金项目:在线符号行为对消费者漂移的作用机理研究(71761003)
广西哲学社会科学规划研究课题:广西电商社区符号行为影响机理及符号资本提升策略研究(17FGL007)
广西高校经济与管理重点实验室(广西大学),经济管理国家级实验教学示范中心(广西大学)基金资助。
关键词
电商社群
社群形成
社群类型
绩效指标
e-commerce communities
formation of a community
community type
performance indicators
