On Social Scene Shaping Of E-commerce Platform

Under the rapid development of social media,the industry competitions which depend on media gradually develop from the physical competition to scene competition,and e-commerce platforms are no exception.E-commerce platforms try to create online social scene based on e-commerce products for consumers,meet consumers' demands for self-expression to build social self-image,and form product-based social communication.Users generate their own native content related to the product,not only saving the advertising costs of the business,but also the user's native content is more persuasive than the content of the business,so as to stimulate new users to purchase.The e-commerce platforms' social development is the inevitable trend.Therefore,from the perspective of social scene shaping,it is of certain theoretical value and practical value to study the social development of e-commerce platforms.E-commerce platforms continue to improve in the iterative process,in order to meet the personalized requirements of users,to deal with the characteristics of users' access time fragmentation.E-commerce platform of scenario experience is imperative.Traditional e-commerce is faced with problems such as difficulty in obtaining new users and low retention rate of old users.The shaping of social scene in e-commerce platform has provided new opportunities for traditional e-commerce transformation.In order to increase users' stickiness,e-commerce platforms attempt to increase social portals and create social scenes in the platforms.Users are no longer just simple consumers.They will actively interact with the product and share with others about the experience of product use,thus becoming the best experiencer and communicator of the product.The premise of the e-commerce platform social scene shaping is mainly four aspects: understanding the space and environment that the user visits,grasping the user's real-time status,analyzing the user's living habits and creating a social scene atmosphere.The mastery of these four basic preconditions directly determines whether social scenes are liked by users,and the platform's visits,user loyalty,and order turnover.Currently,the e-commerce platform social scenes are shaped in the following ways: providing personalized experiences;guiding users to produce their own content;creating community opinion leaders;and organizing events to provide new scenarios.Problems encountered in the process of shaping the social scene: similarity in the scene-shaping model;the quality of user-original content is not high;and the e-commerce individual's ignorance of the way in which the social scene is shaped.This study uses a case study to specifically analyze the ways in which the e-commerce platform shapes social scenes and the problems encountered.E-commerce platforms are constantly integrating into social elements,and the communities gradually become the core of e-commerce platforms to shape social scenes.In order to construct self-social images,users can actively present themselves,and they can form product-based social communication.Users generate native content related to the products,which not only saves the advertising costs of the merchants,but also makes the user's native content more convincing than the content of the merchant,so as to inspire new users to purchase.This study explores the social development trend of e-commerce platform from the perspective of social scene shaping,which has certain theoretical significance and practical value.