Research On Social E-commerce Website Marketing

Along with the network popularity and the changeable consume conceptions, the operation of e-commerce and social networking sites have been marching to maturity and profession. But in the present times, it ran further in-depth development of their respective problems. E-commerce web is lack of stable earnings user even with a relatively stable income, and for the social networking site with a large number of user resources, the deficiency of profit source still exists. Given both of their own distinct characteristics, marketers are trying to get through the barrier between the E-commerce and social networking sites to create a brand new social e-commerce platform.Combined with the specific case analysis, this paper takes marketing as a starting point and puts forward several innovative and appropriate solutions according to the problems above. For the very first part of this thesis, it defines the concept of social commerce, sorts out the classification of social e-commerce and analyzes the reasons of its appearance by introducing the social capital theory and SICAS consumer behavior mode in sociology. Taking three representative sites as research objects, the second part analyzes how they utilize the specific word of mouth marketing and relationship marketing. Combined with concrete case analysis, the third part of this paper sums up the characteristics of social e-commerce marketing approach and puts forward its marketing problems by the adoption of data statistics to detect the marketing effect. At last, aiming at the existing problems, this paper proposes several relevant countermeasures from the perspectives of developing in-house marketing modes and maintaining relationship between websites, merchants and users.