社交电商的发展现状和营销策略研究——以微博电商服务平台为例【摘要】自 2014 年移动互联网逐渐兴起取代 PC 互联网以来，随着移动社交网络的多元化飞速发展，互联网的应用也逐渐开始满足人们的其他日常需求，如通信、社交、分享、娱乐等。科技和互联网的进一步改进促使人们不断寻求更高层次的精神享受，进而催生出如微信、微博、抖音等各种社交 APP，这也为接下来的社交电商发展打下了良好的基础。我国的传统电商行业现已发展到一个成熟阶段，增长速度持续放缓，此时“移动+社交网络+电子商务”在人们日益提高的消费需求下成为了一种新的发展趋势。社交电商在满足用户需求的前提下也呈现出了各种各样的模式，本文将从微博电商服务平台入手，分析它的发展现状和营销策略【关键词】社交电商；微博；发展现状；营销策略Research on the Development Status and Marketing Strategy of Social E-commerce——Taking Weibo E-commerce Service Platform as an Example[Abstract] Since the mobile Internet gradually emerged in 2014 to replace the PC Internet, with the rapid development of mobile social networks, the application of the Internet has gradually started to meet people's other daily needs, such as communication, social networking, sharing, and entertainment.The further improvement of technology and the Internet has prompted people to continuously seek higher levels of spiritual enjoyment, which has led to various social APPs such as WeChat, Weibo, Douyin, etc., which has also laid a good foundation for the subsequent development of social e-commerce.China's traditional e-commerce industry has now reached a mature stage and the growth rate has continued to slow down. At this time, "mobile + social network + e-commerce" has become a new development trend under the increasing consumer demand. Social e-commerce also presents a variety of models on the premise of meeting user needs. This article will start from the Weibo e-commerce service platform to analyze its...
