Research On The Development Strategy Of Social E-commerce

With the technological innovation of Internet,artificial intelligence,big data and the personalization and diversification of consumer demand,information and traffic have become fragmented and decentralized.The cost of acquiring customers of traditional e-commerce continues to rise,and the growth of traffic falls into a bottleneck.Social e-commerce based on social network is developing rapidly with low cost and efficient conversion rate,which is becoming a new highlight and growth point of economic development.As a social e-commerce platform based on wechat,yunji(formerly known as yunji micro store)takes the lead in empowering individual micro businesses and consumers yearning for obtain part-time income with s2b2 c mode and membership system,opening up a new track for the development of social e-commerce,and is of important research value.Based on the development of social e-commerce under the Internet,this paper uses the theory of e-commerce and marketing to compare and analyze the development strategies and problems of enterprises under the five business models of social e-commerce,and summarizes the common problems of social e-commerce.On this basis,this paper introduces yunji as an example and analyzes its development strategy,analyzes the competition situation of the cloud industry by using Porter's five forces model,and points out that the current development strategy of yunji has some problems,such as the single flow entrance,the questioned distribution model,the poor stability of the shopkeeper,the difficulty in management,the incomplete category,and the thin advantage of the supply chain.In view of the problems existing in the cluster,this paper puts forward four development strategies: multi-channel development strategy,reform of hierarchical distribution model,strengthening customer relationship management,optimizing supply chain management,and establishing core competitiveness.Through the research,we find that the development of social e-commerce is changing with each passing day,and new business models and more diversified development strategies may appear at any time.However,different models and development strategies are only means to attract traffic,which are highly reproducible and unable to become the core competitiveness.On the one hand,the relevant government departments should speed up the introduction of social e-commerce industry norms and guide the business behaviors of enterprises.On the other hand,the enterprise itself should realize that: with the intensifying competition,it is still the users who can support the long-term development of the enterprise.Only when the enterprise is capable of continuously meeting the diversified and personalized needs of the new generation consumers based on their actual needs can it obtain a good reputation.Only by cultivating the supply chain management and enhancing the operation efficiency can the enterprise gets users loyal to the platform/improve the users' shopping stickness to the platform.Then the core competitiveness of the enterprise can be established.