Research On Social E-commerce Marketing From The Perspective Of Space Production

Space is not only a place for carrying,accommodating and fixing specific activities and specific contents,but also a place produced,constructed and defined by human cultural practices.With the rapid development of the global economy and the Internet,the emergence of social e-commerce has created a new social space.This article attempts to start from the concept of space,and based on Lefebvre's "space production" theory,taking Pinduoduo as an example,to reveal the interactive relationship between space and capital,and to explore space from the aspects of space productivity and consumption.Social e-commerce marketing from the perspective of production.This study is divided into five chapters.The first chapter briefly introduces Lefebvre's space production theory,analyzes the internal relationship between capital and space,and expounds the possibility of its existence in cyberspace.The second chapter discusses the process of spatialization of network capital,from the initial construction of capital space to the expansion of capital space with time and flow.It mainly discusses how users consume in the spatial structure of Pinduoduo's own production.The third chapter discusses the process of cyberspacecapitalization,that is,how many users can produce spatial capital and the feedback from spatial capitalization to users solidifies user loyalty.Chapters 4 and 5 are reflections on the use behavior of Pinduoduo users.In the process of spatial capitalization,humans have become a tool for capital appreciation,forming a ruling relationship between capital and labor,and raising the issue of cyberspace capital.It also provides evasion strategies for risks arising from space production from both the user and the platform.