Comparative Study On Business Models Of Domestic And Foreign Social E-commerce Platforms From The Perspective Of Business Ecosystem

In recent years,the rapid development of mobile Internet,the continuous improvement of online payment technology and the rapid rise of smartphone penetration have driven the rapid development of social e-commerce industry and provided consumers with more optional goods and services.The development and growth of social e-commerce platform enterprises is the result of the common growth with their related enterprises,suppliers,customers,social organizations,the public and the natural environment.Under this background,domestic and foreign social e-commerce platforms began to fully integrate their own platform resources and intend to establish their own ecosystem business model,so as to obtain great advantages in market competition.Firstly,this paper introduces the development status,main business models and characteristics of social e-commerce platforms at home and abroad,and finds that social e-commerce is an important development direction of e-commerce in China and even the world in the future.Despite the rapid development of social e-commerce,it has accumulated a large number of users and precipitated a variety of business models in just a few years,it can be seen that the platform also has problems such as lack of logistics system,damaged reputation and non-standard distribution system.From the perspective of business ecosystem,solving these problems requires innovative competition and cooperation between the platform and other members of the platform ecosystem,creating a healthy and orderly business model through their interaction,so as to promote the stable development of the platform ecosystem.Based on this,this paper analyzes the composition,evolution and innovation motivation of the social e-commerce platform ecosystem at home and abroad,and finds that the social e-commerce platform ecosystem has rich types and large numbers of members,and for internal and external reasons(platform self drive,member promotion,environmental change,etc.),Continuous innovation has become the only way for the development of the platform and its members.Secondly,taking xiaohongshu and pinterest as examples,this paper compares their existing business models from the perspective of value proposition,key resources,key processes and profit model,then tries to build the ecosystem business model of the two platforms,and analyzes the structure,participants,member niche and relationship of their ecosystem business model,It is found that the two ecosystem business models have their own advantages and disadvantages:pinterest platform has a large number of high-quality users based on its social media attributes,and the content layout of visual waterfall flow is also an important feature of the platform,but it may also amplify the dissemination effect of brand negative information,The advantages of xiaohongshu platform mainly focus on its closed-loop business model of "community +e-commerce" and a large number of KOL resources.Its disadvantages are that it fails to break through the stereotype of users on the platform,poor business operation liquidity and so on.Finally,from the perspective of business ecosystem,this paper provides some new ideas for the development of social e-commerce platform in China.