摘要
在电商平台用户增量逐渐饱和条件下,一些企业认识到下沉市场的巨大潜能和红利。与传统电商相比,社交电商在下沉市场中具备更有利的发展优势,但深入发展仍存在挑战。本文通过对拼购类、内容直播类和社区类社交电商在下沉市场中的运营模式分析,探讨社交电商在下沉市场运营中存在的主要问题,发现在产品把控及品牌管理、消费诉求满足以及用户的留存和复购方面不够完善。基于此,应优化产品管理及品牌建设,精准匹配下沉市场用户需求,通过环节创新、服务创新、内容创新促进优化运营模式,促进社交电商在下沉市场的转型升级,助推下沉市场消费及经济发展。
Under the condition of gradual saturation of the user increment of the e-commerce platform,some enterprises realize the huge potential and dividends of the sinking market.Compared with traditional e-commerce,social e-commerce has more favorable devel-opment advantages in the sinking market,but there are still challenges in the in-depth development.This paper analyzes the operation model of social e-commerce in the sinking market by means of group buying,content live broadcast and community,and discusses the main problems existing in the operation of social e-commerce in the sinking market,and finds that it is not perfect in the aspects of product control and brand management,satisfaction of consumer demands,and user retention and re-purchase.Based on this,we should optimize product management and brand building,accurately match the needs of users in the sinking market,promote the optimization of the oper-ation model through link innovation,service innovation,and content innovation,promote the transformation and upgrading of social e-commerce in the sinking market,and boost the consumption and economic development of the sinking market.
作者
程涛
赵爽
CHENG Tao;ZHAO Shuang
出处
《价格理论与实践》
北大核心
2023年第9期178-181,210,共5页
Price:Theory & Practice
基金
国家社会科学基金项目:突发公共事件风险下融合基础设施工程供应链应急能力及增益再生机制研究,项目号:21BGL124。
关键词
下沉市场
社交电商
运营模式
运营模式优化
sinking market
social e-commerce
operation model
operation model optimization
