本文選題：豆瓣網(wǎng)　切入點(diǎn)：社區(qū)化電子商務(wù)　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文

【摘要】：在互聯(lián)網(wǎng)高速發(fā)展的時(shí)代,社區(qū)化電子商務(wù)作為社交媒體與電子商務(wù)相融合的新型商業(yè)模式,使得人們逐漸從單一的信息獲得者進(jìn)化為內(nèi)容創(chuàng)造者,從一個(gè)單向的購(gòu)買者變成了一個(gè)可以推薦、品論、評(píng)級(jí)的整合型多方位個(gè)性內(nèi)容媒體。這些優(yōu)勢(shì)將幫助用戶做出購(gòu)買決策,刺激消費(fèi),并促進(jìn)新興商業(yè)模式的發(fā)展。本文通過(guò)對(duì)“豆瓣?yáng)|西”的研究分析,從實(shí)際案例出發(fā),依托理論支撐,分析市場(chǎng)運(yùn)營(yíng)情況和數(shù)據(jù),解決UGC對(duì)轉(zhuǎn)化率影響的實(shí)際問(wèn)題。通過(guò)案例分析法,研究UGC在電子商務(wù)領(lǐng)域的具體應(yīng)用。利用問(wèn)卷調(diào)查分析用戶的喜好和潛在的購(gòu)買需求,建立完整的用戶模型。根據(jù)社會(huì)化電子商務(wù)相關(guān)理論,選取不同類型的社會(huì)化電子商務(wù)代表模式,分析市場(chǎng)規(guī)模和整體環(huán)境。對(duì)比其商業(yè)模式的相同與差異,輔助對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)、目標(biāo)用戶群、網(wǎng)絡(luò)行為、用戶體驗(yàn)等特征進(jìn)行綜合評(píng)價(jià)。通過(guò)調(diào)研第三方數(shù)據(jù)等分析手段實(shí)現(xiàn)定量比較研究,分析不同類型社會(huì)化電子商務(wù)商業(yè)模式的特點(diǎn)和差異。并嘗試從電子商務(wù)理論、消費(fèi)者行為學(xué)、營(yíng)銷管理、運(yùn)營(yíng)管理等方面入手尋找理論層面的根本原因,并給出改進(jìn)建議。社區(qū)化電子商務(wù)在消費(fèi)行為上發(fā)掘潛在消費(fèi)需求,規(guī)避買賣雙方的信息不對(duì)稱,改變了消費(fèi)者的購(gòu)買習(xí)慣。社區(qū)化電子商務(wù)導(dǎo)購(gòu)平臺(tái)的用戶規(guī)模、盈利模式、UGC的有效性和正負(fù)面都是影響轉(zhuǎn)化率的重要因素。現(xiàn)有的社會(huì)化電子商務(wù)在盈利模式、運(yùn)營(yíng)模式、UGC的挖掘及利用等方面的模式創(chuàng)新,為未來(lái)社會(huì)化電子商務(wù)應(yīng)解決的關(guān)鍵問(wèn)題和研究方向指明了道路。
[Abstract]:In the era of rapid development of the Internet, as a new business model of social media and electronic commerce, community e-commerce has gradually evolved from a single information winner to content creator.From a one-way buyer to an integrated multi-directional content medium that can recommend, produce, and rate.These advantages will help users make purchase decisions, stimulate consumption, and promote the development of emerging business models.Through the research and analysis of "Douban thing", based on practical cases and theoretical support, this paper analyzes the market operation situation and data, and solves the practical problem of the influence of UGC on the conversion rate.Through case analysis, this paper studies the application of UGC in the field of e-commerce.A complete user model is established by using questionnaires to analyze users' preferences and potential purchase needs.According to the theory of socialized e-commerce, different kinds of representative models of socialized e-commerce are selected, and the market scale and the whole environment are analyzed.Comparing the similarities and differences of its business model, it can evaluate the competitive advantage, target user group, network behavior, user experience and so on.This paper analyzes the characteristics and differences of different types of socialized e-commerce business models by means of investigating third party data and realizing quantitative comparative study.It also tries to find out the fundamental reasons from the aspects of e-commerce theory, consumer behavior, marketing management, operation management and so on, and gives some suggestions for improvement.Community electronic commerce excavates the potential consumption demand in the consumption behavior, avoids the information asymmetry between the buyers and sellers, and changes the consumers' buying habits.The scale of customers, the efficiency of UGC and the positive and negative aspects are the important factors that affect the conversion rate.The innovation of the existing social electronic commerce model in the aspects of profit model, operation mode, UGC mining and utilization has pointed out the way to solve the key problems and research direction of the future social electronic commerce.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.86;F274

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本文編號(hào)：1721930