摘 要

随着互联网技术的不断更新,基于社交网络的社交商务平台通过其良好的用户体验与功能的不断更迭,快速拥有了规模庞大的用户群,并且逐渐形成以社交网络为核心的平台生态圈。而且,基于社交网络的社交商务平台具有很高的商业价值与社会价值。现阶段,基于社交网络的社交商务平台已然进入流量变现阶段,但其运营模式依然不够清晰,并且面临着盈利模式创新的困境，不管是国内外都面临着这样的问题，这跟其平台运营模式息息相关相关,针对基于社交网络的社交商务平台运营模式的研究具有重要的现实意义。首先,本研究通过对社交网络、社交商务、电子商务运营模式等相关概念、文献进行梳理,并且选取了本研究选取了中美典型案例Facebook与微信进行对比分析,分别从发展历史及现状、定位、核心功能、主要盈利模式、成功因素、运营方式等进行详细剖析;再次,本研究依照Facebook、微信的案例分析结果,系统地分析基于社交网络的我国社交商务平台运营模式的差异性,并提出合理性建议和理论性探讨;最后,本文在以上研究的基础上,预测了基于社交网络的我国社交商务平台未来的发展趋势。

关键词：社交平台 运营 微信Facebook对比

On the operation comparison between domestic and foreign social platforms -- Taking wechat and Facebook as examples

Abstract

With the continuous updating of Internet technology,the social business platform based on social network has rapidly owned a large-scale user group through its good user experience and continuous change of functions, and gradually formed a platform ecosystem with social network as the core. Moreover, social business platform based on socialnetwork has high commercial value and social value. At present, the social commerce platform based on social network has entered the stage of flow realization, but its operation mode is still not clear enough,and it is facing the dilemma of profit model innovation,which is closely related to its platform operation mode, The research on the operation mode of social commerce platform based on social network has important practical significance. First of all, this study combs the relevant concepts and literature of social network, social commerce, e-commerce operation mode,and selects the typical cases of Facebook and wechat in China and the United States for comparative analysis, respectively,from the development history and status quo, positioning, core functions, main profit models, success factors,operation mode and so on, According to the case analysis results of Facebook and wechat,this study systematically analyzes the differences in the operation mode of social network-based social business platform in China, and puts forward reasonable suggestions and theoretical discussion. Finally, based on the above research,this paper forecasts the future development trend of social network-based social business platform in China.

Key words: Social platform operate Wechat Facebook comparison