Analysis on the Operation Model and Development Trend of
Social E-commerce
ABSTRACT
In recent years, the search e-commerce industry, represented by Taobao and JD.com,
has seen its traffic dividend peak, its development rate has slowed down significantly, and
its customer acquisition costs have remained high. With the popularity of social networks
and mobile Internet, the social e-commerce industry has gradually become an important
growth point of online retail due to its lower drainage costs and strong customer acquisition
capabilities. The "social + e-commerce" model has brought new development directions to
the e-commerce industry. Studying the development trend of social e-commerce will help
promote the development of the e-commerce industry to be healthy; if you want to keep up
with social e-commerce , In addition to recognizing the current status and trends of social e-
commerce development, we must also recognize the essential differences between the
different operating models of social e-commerce in order to better implement differentiated
competition, which has significant theoretical and practical significance.
Firstly, a comparative research method is used to compare and analyze social e-
commerce and traditional e-commerce together to highlight the advantages and practical
application value of social e-commerce. Based on the development of social e-commerce, it
helps find the existing or potential problems. Secondly, according to various marketing
methods, classify the operation mods of social e-commerce based on the differences in traffic
acquisition and marketing methods, so as to clarify their respective operational capabilities.
Thirdly, the combination elements of the 3W2H model theory are explained, then plan to
base on the 3W2H Theory and use a multi-case study method, sequentially select Pinduoduo
which are mainly group-based, distribution-type clusters, and content-based red books, then
from the target market, products and services, user portraits, and customer value realization
and profit model, these papers analyze the operation mode of social e-commerce deeply.
Finally, based on the development status of social e-commerce, discussing its development
