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【速搜问答】社群电商是什么

问答 admin 2个月前 (08-04) 50次浏览 已收录 0个评论

汉英对照:
Chinese-English Translation:

社群电商是一种商业意识形态,是社群经济线上的表现形式,是一套客户管理体系,通过客户的社群化充分激活企业的沉淀客户,将每一个单独的客户通过社交网络工具进行了社群化改造,利用社会化媒体工具充分调动社群成员的活跃度和传播力。

Social e-commerce is a kind of business ideology, a manifestation of social economy online, and a set of customer management system. Through the socialization of customers, it can fully activate the precipitated customers of enterprises, transform each individual customer through social networking tools, and fully mobilize the activity and communication power of community members by using social media tools.

社群电商不是传统电商或者移动电商的颠覆模式,而是两者的一个深化延伸,它是一种商业意识形态的觉醒,是社群经济线上的表现形式,从某种意义上来说,社群电商是一套客户管理体系,通过客户的社群化充分激活企业的沉淀客户,它抛弃了传统的客户管理方式,将每一个单独的客户通过社交网络工具进行了社群化改造,利用社会化媒体工具充分调动社群成员的活跃度和传播力。社群电商模型不仅适用于传统电商,也适用于移动电商,甚至它也适用仅仅通过社交工具进行销售的微商。

Community e-commerce is not a subversive mode of traditional e-commerce or mobile e-commerce, but a deepening extension of the two. It is an awakening of business ideology and an online manifestation of social economy. In a sense, community e-commerce is a set of customer management system, which can fully activate the precipitated customers of enterprises through the socialization of customers, which abandons the traditional customer management side Each individual customer is socialized through social networking tools, and social media tools are used to fully mobilize the activity and communication power of community members. The community e-commerce model is not only applicable to traditional e-commerce, but also applicable to mobile e-commerce, and even to wechat businesses that only sell through social tools.

社群介绍

Community introduction

社群电商不是传统电商或者移动电商的颠覆模式,而是两者的一个深化延伸,它是一种商业意识形态的觉醒,是社群经济线上的表现形式

Community e-commerce is not a subversive mode of traditional e-commerce or mobile e-commerce, but a deepening extension of both. It is an awakening of commercial ideology and an online manifestation of social economy

起源背景

Origin background

互联网的双向传播属性打通了企业和消费者之间最短的距离,吸引一群人的关注不再是多困难的事情,利用这些关注,只要方法得当,任何企业都有机会在这个竞争激烈的市场里打下自己的位置,这种模式,就是社群电商。

As long as the distance between the two-way business community and that of consumers is no longer fierce, the most difficult way for enterprises to attract consumers is to make use of this mode of two-way communication.

产生方式

Mode of production

在社群商业模式下,用户因为被好的内容吸引,聚集成社群,社群发展壮大,促成更多交易,完成商业变现。其中,内容是媒体属性,用做流量入口;社群是关系属性,用来流量沉淀;商业是交易属性,实现流量价值。移动互联网时代的商业以社群电商为趋势。

In the community business model, because users are attracted by good content, they gather into the community, and the community develops and grows, facilitating more transactions and completing commercial realization. Among them, content is the attribute of media, which is used as the entrance of traffic; community is the attribute of relationship, which is used to precipitate traffic; commerce is the attribute of transaction to realize the value of traffic. In the era of mobile Internet, community e-commerce is the trend.

发展趋势

Development trend

社群经济时代有 6 个商业趋势,分别是基于粉丝的社群经营、用户“智造”产品的时代、人人可参与的众筹商业、触发用户的情景营销、实时响应的客户服务和打破边界的用户协同。

There are six business trends in the era of social economy, namely, the community management based on fans, the era of “intelligent products” by users, crowdfunding commerce in which everyone can participate, scenario marketing triggered by users, customer service with real-time response and user collaboration breaking the boundary.

趋势 1:基于粉丝的社群经营

Trend 1: Community Management Based on fans

社群经营的基础是粉丝,粉丝是对品牌充满感情的铁杆用户,粉丝的消费行为也是基于对品牌的感情基础。苹果的商业模式就是在果粉基础上经营的粉丝经济,传奇的小米科技也是基于米粉对品牌的情感认同而建立的品牌,罗永浩的锤子手机,其目标用户是老罗的粉丝群体。对老罗来说,粉丝认同他这个人,就会同样认可他的产品,因此至少罗粉会买锤子的账。未来,罗老师还需要继续挖掘粉丝的需求,将其体现到手机产品上。

The basis of community management is fans. Fans are the loyal users who are full of feelings for the brand. The consumption behavior of fans is also based on the emotional basis of the brand. Apple’s business model is a fan economy based on Apple flour. The legendary Xiaomi technology is also a brand established based on rice flour’s emotional recognition of the brand. Luo Yonghao’s hammer mobile phone is aimed at Lao Luo’s fans. For Lao Luo, if fans identify with him, they will also recognize his products. Therefore, at least Luo Fen will buy the hammer account. In the future, Mr. Luo also needs to continue to tap the needs of fans and embody them in mobile phone products.

社群经济就是这样的模式,先通过社群定位好目标用户,再通过对用户需求的研究生产相应的产品,最大程度的保证产品属性与用户需求相统一,而不是按照产品去定义用户。

Social economy is such a model. First, target users are positioned through the community, and then corresponding products are produced through the research on user needs, so as to maximize the unity of product attributes and user needs, rather than defining users according to products.

趋势 2:用户“智造”产品的时代

Trend 2: the era of intelligent products

从前,制造行业强调的是制造,整个过程由完全企业掌控。现在,消费者希望企业从产品研发就按照自己的需求来做,从创造过程开始参与。很多企业已经开始这样做了,让用户参与产品制造全程。在研发过程中加入用户的创意,利用用户的吐槽改善产品的结构,邀请用户参与提供需求,解决消费需求。

Once upon a time, the manufacturing industry emphasized manufacturing, and the whole process was completely controlled by enterprises. Now, consumers want enterprises to do according to their own needs from the product development and participate in the creation process. Many enterprises have begun to do so, allowing users to participate in the whole process of product manufacturing. In the process of development, we add user’s creativity, use user’s Tucao to improve the structure of products, invite users to make complaints about consumer demand.

2011 年 5 月,大众推出了“大众自造”网络互动平台。该平台以“汽车及设计”为主题,为公众提供汽车设计、虚拟造车、互动交流等多种沟通渠道,到 2013 年 5 月,已经吸引了 1400 万用户的访问,25 万个造车创意。通过这个平台,大众得到了很多用户关于车的需求。

In May 2011, Volkswagen launched the “mass made” network interactive platform. With “automobile and design” as the theme, the platform provides various communication channels for the public, such as automobile design, virtual car building, and interactive communication. By may 2013, it has attracted 14 million users’ visits and 250000 car making ideas. Through this platform, Volkswagen gets a lot of users’ demands for cars.

趋势 3:人人可参与的众筹商业

Trend 3: crowdfunding business for all

众筹模式是通过互联网众筹平台,将创业者和投资人直接联系在一起的商业模式。创业者将自己的创业项目在众筹平台上详细展示出来,分散的潜在投资人可以在这个平台上浏览各个创业项目,发现感兴趣的就可以投资,而且由于对投资团队的规模没有要求,因而投资者门槛很低。这种模式中间环节少,双方可选择范围大而且操作简单,因而成功率和效率都比传统模式高的多。

Crowdfunding mode is a business model that connects entrepreneurs and investors directly through Internet crowdfunding platform. Entrepreneurs show their own entrepreneurial projects in detail on the crowdfunding platform. Scattered potential investors can browse various venture projects on this platform, and they can invest if they are interested. Moreover, there is no requirement for the scale of the investment team, so the threshold for investors is very low. This mode has less intermediate links, a wide range of choices for both sides and simple operation, so the success rate and efficiency are much higher than the traditional mode.

2014 年 3 月,阿里巴巴推出增值服务平台“娱乐宝”,网民出资 100 元即可投资热门影视剧作品,并有机会享受剧组探班、明星见面会等娱乐权益。娱乐宝所融资金最终投向阿里旗下的文化产业。这是一个众筹模式的基金产品,人人可参与成为创新文化产品的投资者。

In March 2014, Alibaba launched the value-added service platform “entertainment treasure”. Netizens can invest 100 yuan to invest in popular movies and TV series, and have the opportunity to enjoy the entertainment rights and interests such as crew visits and star meetings. The financing fund of entertainment treasure house is finally invested in the cultural industry of Ali. This is a crowdfunding fund product, and everyone can participate in becoming an investor in innovative cultural products.

趋势 4:触发用户的情景营销

Trend 4: triggering situational marketing of users

营销要刺激消费者产生购买欲望,通常需要匹配相应的情景,否则消费者不能触景生情,或者触情而动,那么这种营销行为就是失败的,变成粗暴的广告推送,跟电线杆上的小广告一个效果。由于技术所限,从前的营销只能通过电视广告、终端活动来进行,近年来随着互联网技术的发展和移动终端的普及,移动互联网可以和任意的广告屏幕和终端相链接,使消费者可以随时随地捕获营销情景。

In order to stimulate consumers’ desire to buy, marketing usually needs to match the corresponding situation. Otherwise, consumers can’t touch the scene or move with emotion. Then this kind of marketing behavior is a failure. It turns into a rude advertisement push, which has the same effect as the small advertisement on the telephone pole. Due to the limitation of technology, the former marketing can only be carried out through TV advertising and terminal activities. In recent years, with the development of Internet technology and the popularity of mobile terminals, the mobile Internet can be linked with any advertising screen and terminal, so that consumers can capture marketing scenarios anytime and anywhere.

生活中,我们可以在手机端应用快速获得周围店铺的促销信息或者优惠券,而且随处可见的广告通常附带二维码,我们只要用手机扫一下就能立刻链接到消费平台。比如在手机上看到周边商场打折,我们午休时间可以去进行一次短暂的购物,或者在商场手机端直接购买,然后坐在家里等待货物上门。每次营销场景的制造,都能带来新的品牌传播机会。

In our daily life, we can quickly get the promotion information or coupons of the surrounding stores on the mobile phone, and the advertisements everywhere are usually attached with a QR code. We can immediately link to the consumption platform by scanning with the mobile phone. For example, when we see the discount in the surrounding shopping malls on the mobile phone, we can go shopping for a short time during lunch break, or buy directly from the mobile terminal of the mall, and then sit at home waiting for the goods to come. Every marketing scene can bring new brand communication opportunities.

趋势 5:实时响应的客户服务

Trend 5: real time responsive customer service

在以人为本的互联网商业时代,企业对于用户的回应效率也会深刻影响用户体验,而用户体验的不好将会给企业造成致命的打击。因此,尽管移动互联网的发展使消费者的需求实时爆发,每家企业都会对立刻响应。同时,企业的服务形态也随之进化。

In the era of people-oriented Internet commerce, the response efficiency of enterprises to users will also profoundly affect the user experience, and the bad user experience will cause a fatal blow to the enterprise. Therefore, although the development of mobile Internet makes consumers’ demand burst in real time, every enterprise will respond immediately. At the same time, the service form of enterprises also evolves.

2013 年 3 月,招商银行在微信推出客户服务,用户只要在客户端完成信用卡绑定,就可以通过微客服进行查询额度、查询账单、还款等业务。四个月后,微信服务平台升级为微信银行,服务范围进一步拓展,成为集借记卡、信用卡业务为一体的综合客户服务平台,给用户带来全新的体验。在这个平台,用户的需求随时都可以得到满足。

In March 2013, China Merchants Bank launched customer service on wechat. As long as users complete the credit card binding at the client, they can query the amount, check the bill, and repay through the wechat customer service. Four months later, the wechat service platform was upgraded to wechat bank, and its service scope was further expanded to become a comprehensive customer service platform integrating debit card and credit card business, bringing new experience to users. In this platform, the needs of users can be met at any time.

趋势 6:打破边界的用户协同

Trend 6: user collaboration breaking boundaries

现如今,几乎所有的企业都拥有自己的大数据体系,然而,不同平台不同层面之间的数据各自独立,对大数据的应用造成了很大的障碍,数据之间的协调问题已横亘在各企业眼前。用户数据与后台数据,线上数据与线下数据,社交媒体数据与线下零售数据,会员卡数据与微信粉丝数据等等,它们之间都需要全面协同,才能真正的体现出大数据应有的价值。

Nowadays, almost all enterprises have their own big data system. However, the data of different platforms and different levels are independent, which causes great obstacles to the application of big data, and the problem of data coordination has been in front of all enterprises. User data and background data, online data and offline data, social media data and offline retail data, membership card data and wechat fan data and so on, all of which need comprehensive collaboration to truly reflect the value of big data.

打破各组织和机构之间壁垒鲜明的边界,才能带来全面的用户协同,然而对于很多企业来说,此举却是对企业文化造成了极大的挑战。如何进行这一步,只能看企业各自的表现。

Only by breaking the sharp boundaries of barriers between organizations and institutions can we bring about comprehensive user collaboration. However, for many enterprises, this is a great challenge to corporate culture. How to carry out this step depends on the performance of each enterprise.


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