摘要
电子商务平台的营销方式不完善,使得企业利益与服务受到影响,导致消费用户体验效果较差,为此提出社会化电子商务平台价值共创营销策略方法,从经济利益需求、用户享乐需求、个人整合需求、社会整合需求,得到用户在网络平台中输出目标产品的理解和诉求,根据企业提供的任务相关线索满足消费用户需求,增强双方彼此了解程度,并加强企业社区平台的响应性、美观度、有用性以及易用性,提高与用户互动体验和重视程度,增加用户对社群生成的良好信任与印象;通过身份认知、信任以及互动联结三个资本维度,以社会化资本方式影响用户,刺激用户的探索和想法、获得产品体验反馈、得到社会的认同感以及提升产品知识学习效率等;采用产品、价格、渠道、促销策略分析,吸引用户关注,扩大市场需求提升利益,实现平台价值共创。
The imperfect marketing mode of e-commerce platform has affected the interests and services of enterprises,resulting in poor consumer user experience.Therefore,the value co-creation marketing strategy of socialized e-commerce platform is proposed to obtain the understanding and demands of users in the output of target products in the network platform from the perspective of economic interests,user enjoyment needs,individual integration needs,and social integration needs,According to the task-related clues provided by the enterprise,meet the needs of consumer users,enhance the mutual understanding between the two sides,strengthen the responsiveness,beauty,usefulness and ease of use of the enterprise community platform,improve the interaction experience and attention with users,and increase users’good trust and impression on the community;Through the three capital dimensions of identity recognition,trust and interaction,influence users in the way of social capital,stimulate users’exploration and ideas,obtain product experience feedback,gain social recognition and improve the efficiency of product knowledge learning;Adopt product,price,channel and promotion strategy analysis to attract users’attention,expand market demand and improve benefits,and realize the co-creation of platform value.
作者
苏家进
SU Jia-jin(School of Culture and Tourism,Zhangzhou Vocational and Technical College,Zhangzhou 363000,Fujian,China)
出处
《贵阳学院学报（自然科学版）》
2023年第1期32-36,共5页
Journal of Guiyang University：Natural Sciences
关键词
社会化电子商务平台
用户生成内容分析
价值共创
营销策略
资本维度
技术中介
Social e-commerce platform
User generated content analysis
Value co-creation
Marketing strategy
Capital dimension
Technical intermediary
