社会化商务商业模式创新的理论与方法研究

Driven by social media technology, not only great changes have happened to the way of information dissemination and communication, but also to the business models. Along with the development of social commerce, there are also variety of questions need to be answered. From an value proposition perspective, this project will examine the theories and methods of business model innovations, as the basis of building decision model for enterprises to implement business model innovations in the context of social commerce..In consideration of Chinese context factors and from a systematic perspective, firstly, this project will analyze the elements of social commerce and their characteristics, the models of combination of social media and commerce, and current business models of social commerce. Secondly, in the stage of value proposition design, this project will examine how to discover social customer community and analyze their needs by investigating the data mining methods and techniques of social interaction data (e.g., content and relationships) and measure the value of social customer. Thirdly, in the stage of value proposition realization stage, this project will study how value are co-created by social customer, enterprises and social media and how profits are shared among these co-creators. Forth, in the stage of value proposition delivery, this project will study how enterprises build customer trust by participating in the communication in social network. .Finally, this project will build the decision model of business model innovations based on critical capabilities to support innovations, evaluation system of innovations and risk analysis of innovation. This decision model is expected to guide enterprises to make optimal decisions in terms of the stages, depth and routes to implement business model innovations in the context of social commerce.

随着社会化媒体的蓬勃发展，不仅带来了信息传播和沟通方式的变革，各种创新的商业模式不断涌现，同时也伴随着各种问题。本课题以价值主张的视角，研究社会化商务商业模式创新的理论与方法，并以此为基础构建企业进行商业模式创新的决策模型。.本课题拟用系统分析的方法研究社会化商务的构成要素与特征、社会化媒体和企业商务的结合模式；随后以价值主张提出——价值主张实现——价值主张传递为研究主线，首先研究基于社交数据（社会化关系和内容）的社会化顾客社区发现和需求挖掘方法、构建社会化顾客价值度量模型；然后研究社交网络环境中基于社会化交互的价值共创与利益分配机制；最后研究社交网络中信任构建和传递的原理和实现机制。在这些研究基础上，进行社会化商务的关键支持能力分析，研究社会化商务商业模式创新的决策模型、绩效评估以及创新风险分析，在开展社会化商务的环节、深度和演化路径上实现最优决策，指导企业的社会化商务商业模式创新实践。

随着社会化媒体的蓬勃发展，不仅带来了信息传播和沟通方式的变革，各种创新的商业模式不断涌现，同时也伴随着各种问题。本课题以价值主张的视角，研究社会化商务商业模式创新的理论与方法，并以此为基础构建企业进行商业模式创新的决策模型，对于指导企业在我国的社会化商务商业模式创新实践有着十分重要的意义。本报告介绍71332001项目课题在2014-2018年期间，对社会化商务商业模式创新的理论与方法方面的研究情况。理论研究方面的主要内容包括：社会化商务的要素、特征和商业模式分析，社会化顾客的社区发现及社会化顾客价值度量，基于社会化交互的价值共创与利益分配机制，面向社交网络的信任构建及传递机制研究，社会化商务商业模式创新及关键支持能力研究。截止2018年12月，本项目发表 83 篇学术期刊论文，包括 56 篇SCI/SSCI期刊论文，其中3篇UTD国际顶级期刊论文(JOM2篇，JOC1篇)；2 篇本领域TOP 3 期刊论文（JMIS2篇）；1 篇SSCI期刊文章录用待发表，15篇发表在中文核心学术期刊上，另有12 篇发表在顶级国际会议上。企业应用方面，本项目为中国移动通信集团（湖北）有限公司解决了数据业务和产品精准推荐问题，为深州航空有限责任公司移动应用进行用户行为分析，为深州筷云信息科技股份有限公司基于社交网络平台进行客户关系建立与发展分析。本报告还对研究工作的学术交流情况、人才建设和研究生培养情况分别进行了介绍，并对社会化商务未来的研究方向进行了探讨。