I 摘要 本文主要研究符合当前社会形式的电商运营模式，通过对互联网技术高速 发展所带来的后电商时代的时代特点进行探索，结合电子商务模式的发展历 史，分析各阶段电商运营模式的特点及成因，归纳出后电商时代，电子商务运 营需要面临的挑战和机遇，结合海尔集团顺逛模式的发展，得出后电商时代电 子商务运营的发展方向——社群经济，并且分析社群经济发展的必要性与可行 性。 本文对社群经济的研究是以海尔集团电子商务模式的发展为主要的研究载 体，通过分析海尔集团在各个战略阶段，对电子商务板块采取的不同的策略， 以海尔集团目前的电子商务运营模式——顺逛模式为研究对象；通过对海尔集 团顺逛平台的发展历程进行分析，结合目前后电商时代的特点：主要以互联网 技术高速发展带来的消费观念转变，以“诚信”为基础，个性化定制为竞争力 的消费观念是未来电子商务发展的主要方向。分析海尔集团顺逛模式的竞争环 境，对后电商时代海尔电商运营模式提出自己的优化对策及建议：大力发展社 群+经济和智能经济。借此探索出符合后电商时代时代特点和需求的电子商务运 营模式，为中国传统企业电子商务板块的发展提供参考，通过促进中国传统制 造行业电子商务板块的发展，在中国传统制造行业中形成以消费端倒逼拉动供 给端的独特发展路径，通过消费互联网，带动产业互联网，是中国传统制造行 业紧跟互联网时代的发展，以保证中国企业在竞争激烈的行业中牢牢占据自己 的地位。 关键词：后电商时代，电商运营，顺逛模式，社群经济 Abstract II Abstract This paper mainly studies the e-commerce operation mode in line with the current social form, explores the characteristics of the post-e-commerce era brought about by the rapid development of Internet technology, and combines the development history of e-commerce model to analyze the characteristics of e- commerce operation mode in each stage. And the cause, summed up the challenges and opportunities that e-commerce operations need to face in the post-e-commerce era, combined with the development of Haier Group's Shun-spoken mode, the development direction of e-commerce operation in the post-e-commerce era - the social economy, and the analysis society The necessity and feasibility of group economic development. The research on social economy in this paper is based on the development of Haier Group's e-commerce model. By analyzing the different strategies adopted by Haier Group in various strategic stages, the current e-commerce operation model of Haier Group ——Shunting mode is the research object; through the analysis of Haier Group's development process of the platform, combined with the characteristics of the current e-commerce era: mainly based on the rapid change of consumerism brought about by the rapid development of Internet technology, based on “integrity” Personalized customization as a competitive consumption concept is the main direction of future e- commerce development. Analyze the competitive environment of Haier Group's Shun Shopping Model, and propose its own optimization strategies and suggestions for Haier E-commerce operation mode in the post-e-commerce era: vigorously develop community + economy and intelligent economy. In this way, we can explore the e- commerce operation model that meets the characteristics and needs of the post-e- commerce era era, provide reference for the development of the traditional Chinese e- commerce sector, and promote the development of the e-commerce sector in China's traditional manufacturing industry. With the consumption side pushing the unique development path of the supply end and driving the industrial Internet through the Abstract III consumption of the Internet, it is the development of the traditional Chinese manufacturing industry in keeping with the Internet era to ensure that Chinese enterprises firmly occupy their position in the highly competitive industry. Key words: post-e-commerce era, Electricity supplier operation ,browsing mode, community economy 目录 目录 第一章 绪论 .................................................................................... 1 研究背景............................................................................................ 1 研究意义............................................................................................ 4 一、 理论意义............................................................................................ 4 二、 实践意义............................................................................................ 4 文献综述............................................................................................ 5 一、 互联网时代交流特征........................................................................ 5 二、 互联网时代零售行业的发展趋势.................................................... 6 三、 社群经济的特点................................................................................ 7 研究框架与主要内容........................................................................ 8 研究方法与创新之处........................................................................ 9 一、 研究方法............................................................................................ 9 二、 论文的创新之处.............................................................................. 10 第二章 理论基础 .......................................................................... 11 电商模式.......................................................................................... 11 一、 C2C模式 ......................................................................................... 11 二、 B2B模式 ......................................................................................... 12 三、 B2C模式 ......................................................................................... 14 四、 小结.................................................................................................. 16 后电商时代...................................................................................... 17 一、 后电商时代现象.............................................................................. 17 二、 后电商时代本质.............................................................................. 18 三、 后电商时代特征.............................................................................. 19 社群经济.......................................................................................... 23 一、 社群经济定义.................................................................................. 23 二、 社群经济商业模式特点.................................................................. 23 三、 社交电商模式.................................................................................. 24 总结.................................................................................................. 29 第三章 后电商时代海尔电商运营现状分析 .............................. 31 海尔集团电子商务发展历程.......................................................... 31 海尔顺逛平台发展现状.................................................................. 32 目录 一、 海尔顺逛平台的运营模式.............................................................. 33 二、 海尔顺逛平台的运营特点.............................................................. 34 三、 海尔顺逛平台的运营转变.............................................................. 35 后电商时代海尔现有电商运营弊端.............................................. 38 一、 忽视用户真正的需求导致诚信缺失.............................................. 38 二、 碎片化消费导致的物流挑战.......................................................... 39 三、 消费群体年轻化带来的消费个性化.............................................. 40 海尔电商运营模式优化必要性分析.............................................. 41 一、 电商运营成本的增加...................................................................... 41 二、 消费群体观念的转变...................................................................... 43 第四章 后电商时代海尔的竞争环境分析 .................................. 48 海尔电商运营模式优化的环境分析.............................................. 48 海尔电商运营模式优化的难点分析.............................................. 54 一、 如何激发微店主创业活