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摘要随着互联网的普及以及电子商务行业的飞速发展，网购成为当今最流行的消费途径。社会化电子商务借助社会化媒体成为近年来越来越受到关注的一种新型电子商务，这种基于社交网络的网购模式在国内外被各大商家广泛应用，而目前国内对于这一新兴网购模式的应用却仍处于起步阶段，对于这一模式下的消费者网购满意度影响因素也仍是处于摸索阶段，基于社交网络的电子商务模式还未能完全成熟的发展起来。本文主要分析以社交模式为前提发展起来的网络购物模式，并对蘑菇街这一典型的社会化电商平台进行详细的案例分析，探讨其运营、营销和盈利模式的特点。本文采用问卷调查的方式调查用户在社交类购物平台上的满意度，并归纳出影响社交网站网购满意度的主要因素，进一步探讨这种社会化的电商模式如何能够更有效地将网络购物与社交网站结合并且走出一条可持续发展的路线。47386
Abstract: With the widespread of internet and highly development of e-commerce, online shopping has become one of the most popular consumer behaviors. Recently, social commerce has attract much attention with the help of social media which has become a new type of electronic commerce. This type of social network-based online shopping mode has be widely used abroad by large companies. But it, is still at the beginning stage in china and the study on the influencing factors that affect, the consumer’s online shopping satisfaction is still in the exploratory stage. Social network-based e-commerce is not fully developed and mature. This paper mainly analyzes the developed online shopping mode based on the social networks and takes “Mogujie”, a typical social business platform, as an example to discusses the operating, marketing and profit patterns of the social network-based online shopping mode. The paper collects data of consumers’ satisfaction of online shopping through questionnaires, summaries the main influence factors that affect the satisfaction of online shopping, and further discusses how to combine online shopping with social networking sites effectively to achieve a sustainable development.
毕业论文关键词： 社会化电商； 蘑菇街； 网购满意度； 可持续发展道路
Keyword: Social e-commerce; Mogujie; Online shopping satisfaction; Sustainable development
目 录
1. 引言 4
1.1 选题背景 4
1.1.1 互联网的发展4
1.1.2 社交网络的发展4
1.1.3 蘑菇街的发展5
1.2 选题意义 5
1.3 研究内容.5
2. 文献综述...5
2.1 国内外研究现状.5
2.2 研究存在的问题.7
3. 相关理论和概念分析 7
3.1 社会化电商概念 7
3.2 社会化电商特点 8
3.2.1 导购性8
3.2.2 互动性8
3.2.3 真实性8
3.2.4 兴趣性8
3.3 社会化电商现状 9
3.4 社会化电商存在的意义.9
4. 以蘑菇街为例探析社会化电商模式 9
4.1 兴起的原因及驱动因素分析 9
4.2 核心业务...10
4.2.1 Top达人10
4.2.2 买手街..10
4.2.3 团购..11
4.2.4 搭配..11
4.2.5 美妆..11
4.3 运营方式及特点