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新媒体时代电子商务发展研究

时间:2022-08-30 来源:未知 编辑:梦想论文 阅读:
On February 3, 2021, the statistical report on China's Internet development clearly pointed out that the number of short video network users in China has reached 873 million, accounting for 88.3% of the total number of Internet users in China. The new media era seems to have come. E-commerce is facing new opportunities and challenges in the new era. The deep integration of e-commerce and new media is imperative.
 
1、 Development status of e-commerce in the new media era
 
With the development of traditional e-commerce platform entering a slow period, the network e-commerce platform urgently needs the front-end part to find a new breakthrough. Since the 21st century, with the progress of science and technology and the continuous change of hardware and software, the new media represented by Internet mobile phones has developed rapidly, bringing new forms of communication.
 
(1) Live broadcast with goods. Live delivery has gradually become a mainstream mode of e-commerce platform marketing. Merchants can spread various materials and information of their products, physical objects of products and their real feelings in real life use through various stars or professional anchor live delivery, so that consumers can fully understand whether they are the products they need and quickly find suitable services. At present, all major e-commerce platforms have an anchor to sell goods. When the anchor is about to inform the user about a product, the platform can directly link all sales links for direct sales. During the live broadcast, the anchor can issue coupons or reduce the price of commodities to attract customers. More importantly, the anchor serves as a bridge between users and products. Through the introduction of the anchor, users can better understand the product information, so as to judge whether the product meets the psychological expectations and then buy it; During the live broadcast, the user can ask about the product and communicate with the anchor. The anchor can reply to the user in time. This interactivity encourages the user to place an order and the transaction rate is also high. At the same time, in the live broadcast, the anchor and the user are interactive. This is not only a sales venue, but also a place for users to conduct entertainment activities. While enjoying their body and mind, they buy what they really want. The purpose of live delivery is stronger. Compared with ordinary product salesmen, the anchor can talk about the characteristics of his own products and explain the discount strength to guide users to purchase. From 2016 to 2019, the average annual market sales volume of live entertainment video e-commerce and the scale of live e-commerce remained above 200%. In 2020, "KOL + live" has gradually developed into a new era mode and normal of China's Internet e-commerce. During the "double 11" period, the two top product sales anchors of Alibaba sold more than 9 billion yuan in the two days of the pre-sale period. Obviously, live e-commerce is still in the stage of rapid explosion and will achieve further growth. Xiaohongshu and pinduoduo have also introduced the live broadcast function in 2020, and wechat small programs have also been used by retailers to live sell goods.
 
(2) Cooperation between we media short videos and advertisers. Under the influence of the new media environment, there are emerging short video communication platforms such as Kwai, Tiktok and station B. short video creators of we media also emerge in endlessly. The creators create a series of short videos with personal style according to their own characteristics and advantages, forming an independent personal IP, thus attracting the attention of a large number of fans. On the Tiktok platform, when the number of Tiktok accounts reaches a certain level, the account can open a commodity window, and the creators can directly put the goods they want to sell on the shelves; After having a certain number of fans, the advertiser will have the intention to establish a cooperative relationship with the creator. The creator will charge a certain amount of advertising promotion fees and shoot short videos about the products given by the advertiser for promotion. Station B is a place where young people gather, with a daily active volume of 50 million, and young users account for the majority. A well-known video creator "old tomato" in station B has tens of millions of fans. Most of the hundreds of videos are themed on online games. When advertisers cooperate with him, his videos are centered on commodities. His creative, interesting and strong creation attracts a large number of users to watch the videos. At the same time, the link of commodities is hung at the end of the video or below the video profile. Users can directly click the link to jump to buy the commodities.
 
Since short videos can reach a wider range of users, and users can independently generate diversified content on these platforms to attract more users' attention, advertising is a basic method based on simple short videos. Driven by many factors, such as the improvement of advertising efficiency and the emergence of new advertising forms, short videos have gradually received more and more attention from advertising enterprises. In 2016, the market scale of mobile advertising business was only 175 billion yuan, and the market scale of mobile advertising business of short video and live broadcast network platforms accounted for about 0.9% of the total market scale of mobile advertising business. At present, the business market scale of mobile advertising still maintains a large and rapid growth trend. It is predicted that the business market scale of mobile advertising will exceed 170 billion yuan in 2025, and the business scale of short video and live broadcast in the mobile advertising field is likely to reach 27.3% in 2025.
 
2、 Characteristics of e-commerce in the new media era
 
(1) New media expanded e-commerce sales channels. In addition to the old e-commerce platforms such as Taobao and jd.com, as well as Netease yanxuan and Suning Yigou, under the influence of new media, the sales channels of e-commerce have become more and more extensive, such as pinduoduo, Tiktok window and wechat with social software as tools. Consumers are no longer confined to one platform or one store, so they are more flexible and more free.

(2) E-commerce marketing mode is diversified. It realizes audience segmentation, precise marketing, and scene marketing promotion with "soft advertising" or "embedded advertising", which improves the order placing rate of goods and the conversion rate of the platform.
 
(3) Instant dissemination of information. Taking full advantage of the fast propagation of new media, when purchasing goods on pinduoduo platform, we can obtain more favorable prices for goods by pushing pinduoduo to friends and relatives in wechat circle. Driven by interests, more and more users participate in the fission propagation, thus establishing a large user group. Pinduoduo is undoubtedly a group of black horses in e-commerce. It has emerged suddenly under the competition of Taobao and jd.com, and seized a large number of market shares.
 
(4) The diversification of communication content. In the new media, the transmission of information is no longer a pure graphic message, but a combination of pictures, words and sounds, with a stronger sense of substitution, which not only improves the amount of information transmitted but also increases the breadth of information.
 
(5) Interactivity in the process of communication. In traditional e-commerce, the mode of information transmission is linear and unidirectional. Users passively accept the information from the publishers and cannot give timely feedback. Today's new media e-commerce has changed this one-way communication. The party receiving information is also the information disseminator, with stronger interaction and more obvious communication effect.
 
3、 Advantages and disadvantages of e-commerce development in the new media era
 
(1) Advantages of e-commerce development in the new media era
 
1. Improve the marketing effect. The main marketing mode of the traditional e-commerce platform is unchanged. The product is described by words or pictures, and the product details page is constantly optimized to attract users in a single sense; By using keyword bidding ranking, a series of platform payment activities such as booths and through trains are opened to make it easier for users to retrieve products. The new media has a wide coverage and a fast transmission speed. The information can be transmitted and shared quickly to improve the exposure rate of the products. The communication and interaction of the new media have also strengthened the marketing effect of the products, and the conversion rate of the platform has increased. Under the new media marketing, product information has more ways to show to users. For example, "live broadcast with goods" is a new way of showing, which stimulates users' purchase desire through hearing and vision.
 
2. There are abundant sources of external link traffic. External links generally refer to all forums, microblogs, wechat, wechat official account, etc. except for direct access to e-commerce platforms. External link traffic mainly refers to users entering e-commerce platforms by jumping links through other platforms. For example, a creator of Zhihu app used soft text marketing to realize the sales of products, so that users can enter the thinking circle set by the author, guide users to generate purchase demands, and insert a jump link of products in the article. Users can enter the e-commerce platform to purchase directly.
 
3. Establish enterprise brand image. A good corporate image is the core of an enterprise's cultural construction and the way for an enterprise to survive. Weibo is one of the most important social platforms in today's society. It has the function of information pushing and sharing, and can send text pictures or share videos. The biggest feature of microblog is that it releases information quickly and spreads information quickly. Therefore, all major enterprises will open official certified accounts on the microblog platform to conduct e-commerce marketing and create an image for the brand. The advantage of creating enterprise microblog is that it can be used as a way to publicize and release information to the outside world. It can well display the brand image of the enterprise, shorten the distance between the enterprise and consumers, interact with consumers, understand consumers' opinions, make corresponding adjustments in time, carry out various marketing activities, create hot topics, and bring more traffic to the enterprise website.
 
(2) Deficiency of e-commerce development in the new media era
 
1. The quality of the goods is not guaranteed. Under the COVID-19 epidemic, all kinds of online e-commerce live broadcasting and delivery show a spring like growth. All major online e-commerce live broadcasting platforms are scrambling for traffic. However, the essence of live broadcasting and delivery is still "selling goods". The price and quality of goods have an inestimable impact on the development and survival of the industry. According to a survey report issued by the China Consumer Association, there are still a majority of consumers who do not personally participate in various online e-commerce live auctions. The most direct reason is that they are depressed about the quality of goods. At the same time, the annual reports of some network companies also show that live broadcast products with goods often have a high probability of return. The reason behind this is most likely that the product quality does not meet the expectations of consumers. According to statistics, the average return rate of e-commerce live broadcast goods is 30% ~ 50%, which is higher than 10% ~ 15% of the traditional e-commerce return rate and 2 ~ 3 times of the brand's official e-commerce sales channel return rate.
 
2. Data falsification. In general, when consumers choose to buy a certain commodity on the e-commerce platform, they will most likely choose a store with high sales volume; Another important factor that encourages consumers to place orders is that other consumers display the buyer's show after purchase in the comment area and whether the consumer's comments on the goods are high-quality. The platform merchants will improve the ranking, sales volume and favorable comments of the stores by "brushing" to attract consumers. Not only that, in the era of "mass live broadcast", only when the anchor has more traffic can he take the initiative in the cooperation with Party A, and then get more discount products, attract more traffic and have more profit space. This has also led to the frequent occurrence of the problem of creating a high popularity illusion through data fraud, and even become a means for many anchors to survive. The seemingly hot live room has millions of people watching, but in fact there are only tens of thousands of real viewers, and most of the people who interact with the anchor are fake robot fans.
 
3. Indiscriminate placement of commercial advertisements. Now, most video producers, after having a certain number of fans, in order to make a living, will receive cooperation contacts from advertisers and conduct advertising or marketing to obtain economic and other forms of benefits, such as embedding commercial promotion information in video creation. Most viewers do not like the creators to advertise in the video, but as long as the product is OK, fans and passers-by can still accept it. However, some creators are eager for quick success and instant profits, greedy for small profits, lax control over product quality, or randomly accept false advertisements, fail to take responsibility for promoting products, and lack a certain sense of social responsibility, so as to consume fans and deceive consumers.
 
4、 Suggestions on the development of e-commerce in the new media era
 
(1) We will raise the threshold for entry and strictly control the quality of commodities. First of all, a certain fee deposit shall be paid for sales on all platforms. Once most customers' complaints are found, they shall be immediately investigated and their sales behavior shall be suspended. If the situation is true, they shall be transferred to the judicial authority for handling; Secondly, the platform should strengthen quality supervision, supervise and review the product quality of e-commerce users, and deal with merchants who do not meet the requirements seriously.
 
(2) Guarantee pre-sales and after-sales, and crack down on false publicity. Live broadcast with goods and commercial advertisements should create a good reputation and serve consumers sincerely. The anchor or video creator shall establish a perfect selection mechanism to be responsible for the products and consumers; At the same time, the after-sales service should be in place, and the responsibilities of all parties should be implemented, so as not to cause problems after the goods are sold, but the consumers can not find the real person in charge. The platform shall give corresponding punishment to the anchor with false publicity, forbid the live broadcast room, pull into the blacklist, strengthen supervision and crack down on false publicity.
 
(3) Control the placement of commercial advertisements. The new media platform should supervise all kinds of commercial advertisements, formulate a series of advertising implantation guidelines, and establish an effective reward and punishment mechanism. For example, the platform will give a certain amount of traffic push for high-quality advertising products. Strengthen the responsibility and obligation consciousness of individual creators, and constantly improve the comprehensive quality of we media practitioners.
 
To sum up, new media has become the primary way of social information dissemination, bringing new opportunities and challenges to the development of e-commerce. E-commerce platforms should make better use of new media communication technology, pay attention to the application of new marketing methods, and realize the deep integration of new media and e-commerce.

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