社群电商演变的动力机制及发展路径研究

Research on the Dynamic Mechanism and Development Path of the Evolution of Community E-commerce

社群电商是数字经济背景下传统电商与社交平台发展相结合的产物,是互联网商业生态进化的方向。探究社群电商演变的动力机制,从而提出促进其演化发展的创新路径,有助于传统电商行业的转型升级。首先,本文从移动互联网的发展、网络购物用户规模及社群电商发展三个方面分析了我国社群电商发展的基础及现状。其次,从创新动力机制、机会窗口机制、市场创造机制和竞争力导向机制四个方面分析了社群电商演变的动力机制。最后,基于以上分析,从提升消费者参与产品的积极性,创新产品和服务供给模式;注重线上与线下融合发展,实现全渠道供应;利用数字化挖掘消费者深层次需求,增强供需匹配能力等方面提出社群电商演变的发展路径,为社群电商的发展提供思路。

Community e-commerce is a product of the combination of traditional e-commerce and social platform development in the context of the digital economy,and is the direction of the evolution of the Internet business ecosystem.Exploring the dynamic mechanism of the evolution of community e-commerce and proposing innovative paths to promote its evolution and development will help transform and upgrade the traditional e-commerce industry.Firstly,the article analyzes the foundation and current situation of the development of community e-commerce in China from three aspects:the development of mobile internet,the scale of online shopping users,and the development of community e-commerce;Secondly,it analyzes the dynamic mechanism of community e-commerce evolution from four aspects:innovation dynamic mechanism,window of opportunity mechanism,market creation mechanism and competitiveness oriented mechanism;Finally,based on the above analysis,this paper proposes a development path for the evolution of community e-commerce from aspects such as enhancing consumers’enthusiasm to participate in products,innovating product and service supply models,focusing on the integrated development of online and offline services,achieving omnichannel supply,and utilizing digitalization to tap consumers’deep needs,enhancing supply and demand matching,providing ideas for the development of community e-commerce.