大数据驱动下的社会化电子商务价值生成和价值分配问题研究

Social commerce is a new business model that combines social media and e-commerce. The transaction information and interaction information created in social commerce are of significant business value. Based on the two fundamental features of big data-driven business and social interaction, we study the issues of social commerce value creation and value allocation in big data environment from the perspectives of platform, consumers, advertiser and firms. First, focusing on the feature that social commerce platform is also a big data platform, this project studies how can the platform use "big data asset" to create value and allocate value from the perspective of both two-sided market and service supply chain. Second, considering the characteristics of multiple-channel information source and platform marketing strategy, this project investigates how to create value from online review that is generated in the online transaction activities, and then investigates how to allocate this value among consumers, sellers and platform. Third, focusing on targeted advertising and considering different affecting factors, this project examines how to allocate the value created by targeted advertising among platform, advertiser and consumers. Fourth, under various C2B business models that are leaded by different participants, the value co-creation mechanism and allocation principle are studied under big data environment. Overall, this project not only provides theoretic foundation for platform operation strategy, social commerce marketing strategy, investment and pricing strategy of targeted advertising, and consumer value co-creation, but also provides practical guideline for the development of social commerce industry under big data era.

本项目围绕大数据驱动和社会化交互两个基本特征，分别从平台、用户、广告商、企业四个视角研究了大数据环境下的社会化电子商务价值生成过程及价值分配问题。首先，针对社会化电商平台也是大数据平台的特点，从双边市场和服务供应链视角研究了平台商如何利用“大数据资产”创造价值和分配价值的问题；其次，在多元信息渠道和平台营销策略下研究了大数据驱动下在线评论在网上交易活动中的价值生成及在消费者、卖方和平台商三方之间的价值分配问题；再次，本项目从定向广告切入，分析了不同因素影响下定向广告价值在平台、广告商和用户间的价值生成和分配问题；最后，分析了大数据环境下不同参与方主导的C2B商业模式下的价值共创机理和价值分配原理。本项目为平台的运营策略、社会化商务的营销策略、定向广告的投资及定价策略、用户参与产品开发的价值共创策略的制定提供了理论依据，为大数据时代社会化电子商务产业的发展提供了实践指导。

本项目围绕大数据驱动和社会化交互两个基本特征，分别从平台、用户、广告商、企业四个视角研究了大数据环境下的社会化电子商务价值生成过程及价值分配问题。首先，针对社会化电商平台也是大数据平台的特点，从数据供应链角度研究了平台商如何利用“大数据资产”创造价值和分配价值的问题, 探讨了社交媒体平台屏蔽内容平台的机理以及UGC 平台的广告定价及最优收益分成策略；其次，基于大数据, 从网络外部性的角度探讨个体活跃度的影响因素, 研究了在线评论在网上交易活动中的价值生成及在消费者、卖方和平台商三方之间的价值分配问题；第三, 分析了用户参与开源软件社区和企业研发社区的价值共创和价值分配机理; 最后研究了大数据驱动下的精准推荐系统。本项目为平台的运营策略、社会化商务的营销策略、广告的定价策略、用户参与产品研发的价值共创策略的制定提供了理论依据，为大数据时代社会化电子商务产业的发展提供了实践指导。