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【速搜问答】社区电子商务是什么

问答 admin 2年前 (2020-08-11) 685次浏览 已收录 0个评论

汉英对照:
Chinese-English Translation:

社区电子商务(ESN)是针对具有社区属性的用户、在县城,乡镇、村、社区进行的网上交易行为,对用户而言提供了一种更为便捷的社区在线销售方式,具有快速、高效、低成本等特点。

Community e-commerce (ESN) is a kind of online transaction behavior conducted by users with community attributes in counties, towns, villages and communities. For users, it provides a more convenient online sales mode in community, with the characteristics of fast, efficient and low-cost.

社区电子商务(ESN)是针对具有社区属性的用户、在县城,乡镇、村、社区进行的网上交易行为,对用户而言提供了一种更为便捷的社区在线销售方式,具有快速、高效、低成本等特点。

Community e-commerce (ESN) is a kind of online transaction behavior conducted by users with community attributes in counties, towns, villages and communities. For users, it provides a more convenient online sales mode in community, with the characteristics of fast, efficient and low-cost.

ESN

ESN

社区特点

Community characteristics

中国网络社区的特性和发展现状决定了社区电子商务(ESN)发展的特点和现状,这两者是相互促进的。

The characteristics and development status of China’s online community determine the characteristics and status quo of the development of community e-commerce (ESN), and the two promote each other.

当前中国网络社区具有以下一些特性:

At present, China’s online community has the following characteristics:

用户黏性高、规模大

High user stickiness and large scale

用户群体区分明显

User groups are clearly differentiated

用户之间的沟通交流多,因此相互之间信任度较高

There is much communication between users, so the trust between them is high

国内社区论坛的使用率和普及率较高

The usage rate and popularization rate of community forum in China is high

社区电子商务(ESN)具有快速、高效、快速、低成本等特点。

Community e-commerce (ESN) has the characteristics of fast, efficient, fast and low-cost.

快速高效:无论是社区用户之间的 C2C 交易、还是社区商家针对用户进行的 B2C 服务,交易平台集中在社区,利用社区用户之间的信任关系,电子商务交易的成功率和速度都较高。

Fast and efficient: whether it is C2C transactions between community users or B2C services for users conducted by community businesses, the transaction platform is concentrated in the community, and the success rate and speed of e-commerce transactions are high by using the trust relationship between community users.

低成本:用户在社区中可以享受电子商务服务,省去了在其它购物平台上选择和购买的麻烦,节省了个人成本;同时对商家而言,社区的精准营销效果更为突出,目标用户更容易达到,降低了营销和销售成本。

Low cost: users can enjoy e-commerce services in the community, which saves the trouble of choosing and purchasing on other shopping platforms and saves personal costs; meanwhile, for businesses, the precision marketing effect of the community is more prominent, the target users are easier to reach, and the marketing and sales costs are reduced.

价值链

Value chain

我的前一篇文章描述了社区电子商务的主要特性,其中提到社区电子商务的价值链结构。这是我在华侨路茶坊电子商务规划的过程中,为社区电子商务找到的最完美的理论解释。

My previous article described the main features of community e-commerce, which mentioned the value chain structure of community e-commerce. This is the most perfect theoretical explanation that I found for community e-commerce in the process of e-commerce planning in Huaqiao Road tea house.

或许人类一直在为自己面临的各种问题寻求数学模型,使自己得以用数值量化自己面临的对象。所幸,社区的电子商务结构符合“价值链营销”这一理论模型。而我,试图用数学物理的理论描述其中的一些规律。

Perhaps human beings have been seeking mathematical models for various problems they are facing, so that they can quantify the objects they are facing numerically. Fortunately, the e-commerce structure of the community conforms to the theoretical model of “value chain marketing”. And I try to describe some of them with the theory of mathematical physics.

价值营销,是指企业提供对顾客有价值的产品或服务的一连串“价值创造适动”。价值链营销强调价值链的“全过程、全环节、系统性”,同时,价值链创造的是价值。理论家波特将价值链归纳为“价值系统”,强调环节互动,上下游影响。

Value marketing refers to a series of “value creation and adaptability” that enterprises provide valuable products or services to customers. Value chain marketing emphasizes the whole process, whole link and systematicness of value chain. At the same time, value chain creates value. Theoretician Porter summed up the value chain as “value system”, emphasizing the interaction of links and the influence of upstream and downstream.

当我看到价值链营销理论的时候,我感觉“天上掉下一个苹果”,豁然开朗:

When I saw the theory of value chain marketing, I felt “an apple fell from the sky”, and suddenly I was enlightened

价值链参与者

Value chain participants

社区电子商务的参与者可以虚拟为:买方、卖方、平台。

The participants of community e-commerce can be virtual buyers, sellers and platforms.

例如华侨路茶坊的家装大家谈,属于典型的家居价值社区。这个社区的各种“关系”,以及价值链的“上下游”不外乎三种:业主、家居商家、平台,互为依存,矛盾而统一。

For example, the home decoration of Huaqiao Road tea house is a typical home value community. There are no more than three kinds of “relationships” in this community and “upstream and downstream” of the value chain: owners, home furnishing businesses and platforms. They are interdependent and contradictory.

价值链关系

Value chain relationship

价值链是创造价值的,价值链是一部财富机器,但是价值链不是永动机。价值链的各环节互为价值的提供者、分享者,虚拟的各方绝不允许自私的占有者出现。

Value chain is a wealth machine, but it is not a perpetual motion machine. Each link of the value chain is the provider and sharer of value to each other. The virtual parties are not allowed to have selfish possessors.

卖家提供服务或者商品,获取盈利。

The seller provides the service or the commodity, obtains the profit.

买家提供利润,获取服务。

Buyers provide profits and services.

平台为买卖双方提供交易环境,从卖家处获取管理费用。

The platform provides a trading environment for both buyers and sellers to obtain management fees from sellers.

价值链正反馈原理

Positive feedback principle of value chain

合理的价值链,参与的各方都是价值的贡献者,也是利益的享有者。因各自的利益驱动,为价值链提供增值的服务,从而形成正反馈的环境,各方共同推动价值链发展。

In a reasonable value chain, all parties involved are the contributors of value and the beneficiaries of interests. Driven by their own interests, they provide value-added services for the value chain, thus forming a positive feedback environment, and all parties jointly promote the development of the value chain.

“ 一百年太久了,只争朝夕!”—这句诗用来形容网络价值链极其贴切。网络价值链的形成非常迅速,三个月的发展就会非常惊人。但,不要忽视事务的背面:如果一方破坏价值链规则,价值链会成为负反馈体系,毁于一旦。

“A hundred years is too long, seize the day and the night!” – this poem is extremely appropriate to describe the network value chain. The formation of network value chain is very rapid, and the development in three months will be very amazing. However, do not ignore the back of the transaction: if one party breaks the rules of the value chain, the value chain will become a negative feedback system and be destroyed once.

“不确定性原理”—-去中心化

“Uncertainty principle” — decentralization

社区电子商务中,买家的行为和卖家的行为,随着群体数量的增加,呈多元化,无序性,符合量子力学的不确定原理,可以用统计学描述。

In community e-commerce, the behavior of buyers and sellers, with the increase of the number of groups, is diversified and disordered, which conforms to the uncertainty principle of quantum mechanics and can be described by statistics.

主体业务符合二八原则,个体需求符合长尾理论。

The main business conforms to the 28 principles, and the individual needs conform to the long tail theory.

作为平台运营者,或者卖家,当以二八规划商务。而需求与达成的交易,呈长尾的方式。

As a platform operator or seller, business planning should be based on 28. And the demand and the transaction are in the form of long tail.

“波粒二相性”—媒体、电子商务

“Wave particle duality” — media and e-commerce

我一度困惑过,平台应该如何提供服务。仔细分析,发现垂直型的门户其实具有两种特性:媒体性和电子商务。就算是淘宝这样的电子商务网站,口碑的特性存在,媒体性就不会消失。当当这样的网站很独特,容平台、卖家于一身,可能与其经营的商品属性有关:属性简单,产品种类单一。

I was confused about how the platform should provide services. Through careful analysis, we find that the vertical portal has two characteristics: media and e-commerce. Even if it is Taobao such e-commerce website, word-of-mouth characteristics exist, the media will not disappear. Dangdang such a website is very unique, including platform and seller. It may be related to the commodity attribute of its business: simple attribute and single product type.

有业主在华侨路茶坊上说,“我交钱给网站,网站负责我装修”。仔细想,平台是媒介,不可越俎代庖。南京的锦华装饰做过网站,我一直认为那决不可能成为平台,因为客户不可能只选择一个家装公司。

Some owners said at the Huaqiao Road tea house, “I pay the website, and the website is responsible for my decoration.”. Think carefully, the platform is the media, and you can’t do it for others. Nanjing Jinhua Decoration has done a website, I always think that can never become a platform, because customers can not only choose a home decoration company.

上一篇文章说了:商家应该在论坛、网页传播口碑,在电子商务平台完成展示与交易。

The last article said: businesses should spread word-of-mouth in forums and web pages, and complete display and transaction on e-commerce platform.

价值链梯度理论

Value chain gradient theory

有多个平台怎么办?热力学告诉我们,热度、浓度、电势差都会形成梯度,梯度越大,流动性越快。

What about multiple platforms? Thermodynamics tells us that heat, concentration, potential difference will form gradient, the greater the gradient, the faster the fluidity.

简单了,价值差形成梯度,财富向最大增值平台转移。

Simple, the value difference forms a gradient, and wealth transfers to the maximum value-added platform.

社区电子商务,微观的经济学体系,用价值链原理和物理数学理论解释,再恰当不过。

Community e-commerce, a micro economic system, can be explained by value chain theory and physical and mathematical theory.

原因分析

Cause analysis

随着用户规模持续扩大,网络社区已经成为主流应用,而社区用户较强的互动和分享性,使社区信息已经成为影响消费者消费决策的重要因素;同时更多社区用户选择在社区中进行购物,并在社区中进行购前查询和购后分享,使得社区有望成为开展电子商务的有效平台。

With the continuous expansion of the user scale, online community has become the mainstream application, and the strong interaction and sharing of community users make the community information has become an important factor affecting consumer consumption decision-making; at the same time, more community users choose to shop in the community, and carry out pre purchase query and post purchase sharing in the community, which makes the community expected to become an effective e-commerce development Platform.

认为,网络社区能够成为电子商务的有效平台的原因主要在以下几点:

The main reasons why online community can become an effective platform for e-commerce are as follows:

1、圈子达成精准营销:社区中的圈子往往聚集了具有相近需求倾向的网民,使得推广更加深入,同时更具针对性;

1. Circle achieves precision marketing: the circle in the community often gathers netizens with similar demand tendency, which makes the promotion more in-depth and more targeted at the same time;

2、传播促成口碑形成:社区中很容易形成对某企业或产品评价的“声音”,从而影响其他社区用户的消费决策。

2. Communication promotes the formation of word-of-mouth: it is easy to form the “voice” of an enterprise or product evaluation in the community, thus affecting the consumption decisions of other community users.

3、互动了解真实需求:用户之间互信性较高,其交流的信息真实性也很高。对于企业而言,能够借此及时发现用户的真实体验感受和需求变化,从而快速地推出更具针对性的产品和营销策略。

3. Interactive understanding of real needs: the mutual trust between users is high, and the authenticity of their communication information is also very high. For enterprises, it can find the real experience and demand changes of users in time, so as to quickly launch more targeted products and marketing strategies.

前景分析

Prospect analysis

社区电子商务和社区化的电子商务。社区电子商务是基于社区的基础上开展电子商务,而社区化的电子商务,是在围绕电子商务的平台如何研究把这个电子商务做的社区化。从主流方向来看,无论是行业的研究也好,还是大家一致的观点也好,前段时间我看摩根斯坦利的分析,互联网将来的两个方向,一个是社区化,一个是规模化,这两个决定谁的存亡,社区化是纵向的,规模化是横轴。

Community e-commerce and community e-commerce. Community e-commerce is based on the community to carry out e-commerce, and community-based e-commerce, is around the platform of e-commerce how to study the community of e-commerce. From the mainstream direction, whether it is the industry research or the consensus view, I read Morgan Stanley’s analysis some time ago that there are two directions of the Internet in the future, one is community-based, the other is scale. These two determine the survival of who. Communitization is vertical, and scale is the horizontal axis.

社区电子商务,我觉得还要区分一个概念,社区电子商务不单纯是 BBS 的社区电子商务。康盛创想,目前市场上流行的软件版本 BBS 是最核心的载体,尽管你们已经研究了下一步产品上的大致的架构,肯定是基于 BBS 的平台上有一定的人气啊、会员、活跃度,在考虑怎么样去赚钱、怎么样去赢得发展的空间。

Community e-commerce, I think we need to distinguish a concept, community e-commerce is not simply BBS community e-commerce. Kang Shengchuang Xiang, the popular software version in the market at present, BBS is the most core carrier. Although you have studied the general structure of the next product, it must be that there is a certain popularity, membership and activity on the BBS platform. You are considering how to make money and how to win development space.

什么样的社区更适合电子商务?我认为人气越旺的社区越适合,如果有 40 万人在线的网站当然很容易做电子商务。当然,大家有共性的地方会更多一些。社区用户的消费口碑传播效应影响,从今天来讲对社区电子商务绝对性的作用。社区电子商务形成了规模、形成了产业,包括在康盛创想这样大的产品构架的基础上,不排除用做互联网的推广等方式。

What kind of community is more suitable for e-commerce? I think the more popular the community is, the more suitable it is. If there are 400000 people online, it is easy to do e-commerce. Of course, there will be more commonalities. The influence of consumer word-of-mouth communication effect of community users, from today’s point of view, has an effect on the absoluteness of community e-commerce. Community e-commerce has formed a scale and industry, including on the basis of Kang Sheng Chuang Xiang’s large product structure, it can not be ruled out that it can be used to promote the Internet.

电子商务会不会破坏既定的文化,从这样的悖论来看不敢讲。另外一个问题,社区电子商务的配送支付的问题,对网民来说参与网络购物存在哪些障碍,这个问题问得不是很清楚。社区电子商务能否消除这些障碍?我觉得是一定能够消除的,没有任何问题,而且社区电子商务,包括社区化的电子商务,会有别于传统的电子商务的特点,是可以根本上解决信用问题。基于技术手段考量和信用的叠加,是社区将来解决电子商务信用环节最理想的方式,也是电子商务解决信用最理想的方式。

E-commerce will destroy the established culture, from such a paradox, dare not say. Another problem, the distribution and payment of community e-commerce, what barriers exist for Internet users to participate in online shopping, this question is not very clear. Can community e-commerce eliminate these barriers? I think it can be eliminated without any problems. Besides, community e-commerce, including community-based e-commerce, will be different from the traditional e-commerce in that it can fundamentally solve the credit problem. Based on the consideration of technical means and the superposition of credit, it is the most ideal way for community to solve e-commerce credit link in the future, and it is also the most ideal way for e-commerce to solve credit.

最后一个问题是从用户黏性角度考虑,是不是实行垂直性的社区电子商务更合适。从版本或者是从业者来做这件事情的话,垂直性有绝对的优势。但是从康盛创想来讲的话,构建 MALL 的概念最有优势。

The last question is whether it is more appropriate to implement vertical community e-commerce from the perspective of user stickiness. From the version or practitioners to do this thing, verticality has an absolute advantage. However, from the perspective of Kang Shengchuang, the concept of building mall has the most advantages.

盈利转化

Profit conversion

综合社区,或垂直行业类网站,总体上而言,在社区与电子商务之间有一道明显的鸿沟,总结表现在:

Generally speaking, there is an obvious gap between the community and e-commerce

购物需求碎片化

Fragmentation of shopping demand

社区经过多年的发展已经在用户心智中形成了习惯性的行为,频道、版块和帖子是用户使用社区的最常见入口,社区的内容中心化和内容的空间特征表现在内容的泛众和内容展示数量受限,决定了用户根据自身喜好过滤内容,从碎片化的浏览体验上升到购物需求具有一定的偶然性。

After years of development, the community has formed habitual behavior in the minds of users. Channels, sections and posts are the most common entry points for users to use the community. The content centralization and spatial characteristics of the community are manifested in the popularity of the content and the limited number of content display, which determines that users filter content according to their own preferences, from fragmented browsing experience to shopping demand There is a certain contingency.

导购信息碎片化

Fragmentation of shopping guide information

社区用户有粘性,买家有购物诉求,期望通过社区资讯、评测、口碑等作为购物决策,但现状是购物诉求没有一个专业的互动场所,同时分享者(不限于意见领袖)的购物决策信息缺乏专业平台引导。

Community users have stickiness, and buyers have shopping demands. They expect to make shopping decisions through community information, evaluation and word-of-mouth. However, the current situation is that there is no professional interactive place for shopping appeals. Meanwhile, the shopping decision-making information of sharers (not limited to opinion leaders) lacks professional platform guidance.

暴力营销

Violence marketing

卖家看重了社区的用户、人气、口碑,但卖家对如何引导用户购买方面缺乏系统的营销平台。

Sellers value the users, popularity and word-of-mouth of the community, but they lack a systematic marketing platform on how to guide users to purchase.

站长心有余而力不足

The stationmaster has more heart than strength

纵使站长有心去变现人气,有引入电子商务的欲望,但缺乏平台支撑、缺乏系统化运营思路、缺乏电子商务相关上下游资源,总体上呈现心有余而力不足。

Even if the webmaster is willing to cash in his popularity and has the desire to introduce e-commerce, he is lack of platform support, systematic operation ideas and e-commerce related upstream and downstream resources, which shows that he has more heart than strength on the whole.

笔者认为社区开展电子商务,很难从购物功能性诉求领域切入,要满足购物功能性诉求,须遵循达到去中心化后的局部中心化,前半句是围绕购物消费主题的 去中心化,即有明确的购物消费主题满足各个领域的用户需求,后半句是围绕海量商品、商家、口碑等组织的购物决策链。社区的电子商务土壤必须构建在人气变化上,人气是很微妙的,这部分市场空间是存在

The author thinks that it is very difficult to start from the field of shopping functional appeal to carry out e-commerce in communities. To meet the functional demands of shopping, it is necessary to follow the local centralization after decentralization Decentralization means that there is a clear shopping consumption theme to meet the needs of users in various fields. The second half of the sentence is a shopping decision chain organized around mass commodities, merchants, word-of-mouth, etc. Community e-commerce soil must be built on the change of popularity. Popularity is very subtle, and this part of the market space exists


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