论文总字数：22294字

摘 要

随着互联网技术和消费者需求的不断提高，分享经济盛行一时并逐渐普及，新型社交电商企业的运营模式迅速发展并趋于成熟，同行业的平台电商甚至出现同质化竞争较为严重的饱和状态。但是，在社交电商平台高速发展的同时，也暴露出一些值得关注且亟须解决的问题。

本文综合运用比较分析法、调查问卷法、文献研究法以及案例分析法对分享经济下社交电商企业的运营模式展开研究。

首先，对国内外研究现状进行系统综述,对传统电商和社交电商进行了比较分析。

其次，运用调查问卷，对消费者的消费意愿、对社交电商平台的选择偏好、对网络信任的看法以及对社交体验的看法进行了重点分析。调查分析的结果表明，受调查者表示能从社交电商中学习到穿搭知识，可以解决掉一些生活中选择综合征的问题，从而让消费者有良好的购物体验。消费者在分享经济下网购交易比重日益增加的同时也存在许多值得关注的问题。受调查者对社交电商平台的网络信任问题有所担心，并不能完全信任社交电商平台，如个人信息泄露，这也是社交电商企业需要严加改进的地方。

进而，对拼多多社交电商企业进行重点分析。通过SWOT分析，发现拼多多在假冒伪劣、产品质量以及社交电商平台的发展和治理上存在典型问题。

最后，提出相应的改进建议。

关键词：分享经济；社交电商；拼多多；运营分析

Research on the Operation Model of Social E-commerce Enterprises under the Sharing Economy

ABSTRACT

With the continuous improvement of Internet technology and consumer demand, sharing economy is prevalent for a while and gradually popularized. The operation mode of new-type social e-commerce enterprises is developing rapidly and becoming mature. The platform e-commerce in the same industry even has a serious saturation of homogeneous competition. However, with the rapid development of social e-commerce platform, there are also some problems that deserve attention and need to be solved urgently.

This paper uses comparative analysis method, questionnaire method, literature research method and case analysis method to study the operation mode of social e-commerce enterprises in the shared economy.

Firstly, this paper systematically reviews the research status at home and abroad, and makes a comparative analysis of traditional e-commerce and social e-commerce.

Secondly, using questionnaires, this paper focuses on consumer's willingness to consume, preferences for social e-commerce platforms, views on network trust and social experience. The results of the survey show that the respondents can learn the wearing knowledge from the social e-commerce, which can solve some problems of choice syndrome in life, so that consumers can have a good shopping experience. With the increasing proportion of online shopping transactions in the sharing economy, there are also many issues worthy of attention. The respondents were worried about the trust problem of social e-commerce platform. They could not trust the social e-commerce platform completely, such as personal information disclosure, which is also the place that social e-commerce enterprises need to be improved.

Furthermore, the paper focuses on the analysis of Pingduo social e-commerce enterprises. Through SWOT analysis, it is found that Pingduo has typical problems in counterfeiting, product quality and the development and governance of social e-commerce platform.

Finally, some suggestions for improvement are put forward.

Key words: Sharing the economy; social e-commerce; fighting a lot; operational analysis

目 录

摘 要 I

ABSTRACT II

第一章 引言 1

1.1研究背景及意义 1

1.1.1研究背景 1

1.1.2研究意义 1

1.2研究内容与方法 1

1.2.1研究内容 1

1.2.2拟采取的研究方法 2

第二章 文献综述 3

2.1选题研究现状 3

2.2国内外研究的综合评述 4

第三章 社交电商的现状分析 5

3.1分享经济概述 5

3.1.1分享经济的定义 5

3.1.2分享经济的基本特征^[11] 5

3.2社交电商的现状分析 5

3.2.1社交电商的定义 5

3.2社交电商与传统电商模式对比分析 6

3.3社交电商企业运营模式主要类型 7

第四章 分享经济下社交电商网购的问卷调查与分析 9

4.1问卷调查设计 9

4.1.1问卷调查的目的 9

4.1.2问卷调查的设计 9

4.2问卷结果 9

4.2.1受调查者的消费意愿 9

4.2.2受调查者对社交电商平台的选择 11

4.2.3受消费者对社交平台的看法 13

4.2.4受调查者对网络信任的看法 15

4.2.5受调查者对社交体验的看法 16

4.3问卷分析 17

第五章 社交电商企业的运营模式分析——以拼多多为例 18

5.1拼多多的简介 18

5.1.1拼多多的发展现状分析 19

5.1.2拼多多的运营模式分析 19

5.3拼多多在电商行业中的SWOT分析 20

5.3.1优势 20

5.3.2劣势 20

5.3.3机会 21

5.3.4威胁 21

5.4总结 21

第六章 基于社交电商企业运营模式的策略及未来展望 23

6.1策略 23

6.1.1社交电商应加强口碑与品质的把控 23

6.1.2政府对社交电商平台的发展和治理应加强监督 23

6.1.3完善社交电商供应链 23

6.1.4建立用户信任 23

6.2未来展望 24

6.3总结 25

参考文献 26

附录1调查问卷 28

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