蘑菇街的运营模式分析

蘑菇街的运营模式分析

摘要

随着互联网高速发展，传播的电商B2C模式如天猫、京东商城、亚马逊等都在行业中高速发展，并得到更多消费者的认同。但传播的B2C模式也存在着一定的弊端，一是同质化严重。二是用户获取成本高。三是运营成本也高，库存和物流。特别是对用户获取的成本的投入比例越来越高，转换率越来越大，对于B2C模式的电商已经成为需要解决的重要问题。电子商务模式除了传统的B2B、B2C模式外，还衍生出SNS-EC、团购等模式。消费者需要的电商是自己来主导的电子商务，以社区的模式集中消费者而商家只需要呼应消费者需求提供商品，有效的减少了用户获取的成本。社交电子商务(SNS-EC)模式可以具备了这一特性，社交电子商务网站蘑菇街的正式上线，为消费者打开了C2B模式的更多可能。

本文是以蘑菇街网站为例，从企业的背景，规模，运营模式等几个方面入手，分析了蘑菇街网站的赢利模式以及近期发展的现状，找出其存在的问题并加以改进，提高网站的整体运营机制。

关键词：蘑菇街，运营模式，分析

Mushroom Street operation mode analysis

Abstract

With the development of high-speed Internet, communication calls to B2C mode such as tmall, Jingdong Mall, Amazon and other industries are in rapid development, and more consumer identity. But the transmission of the B2C model also has some drawbacks, one is coessential change serious. Two is a user access to high cost. The three is that the operation cost is high also, inventory and logistics. Especially for the user to obtain the cost investment proportion is more and more high, the conversion rate is more and more big, the B2C model of business has become the important problem to be solved. Electronic business mode in addition to the traditional B2B, B2C model, also derived from SNS-EC, group purchase mode. Consumers need business is own to the leading e-commerce, community pattern of consumers and businesses need only concentrated echo consumer demand for commodities, effectively reduces the cost of user access. Social Commerce ( SNS-EC ) mode can have this characteristic, social networking website of electronic business affairs mushroom Street officially launched, for consumers to open C2B mode is more likely.

This paper is to mushroom Street site as an example, from the enterprise background, scale, operation mode and other aspects, analyzed the mushroom Street website profit pattern as well as the recent development situation, find out the existing problems and improvement, to improve the overall operation of the website system.

Key words: Mushroom street, Operation mode, Analysis

目录

1 绪论 (1)

1.1公司背景 (1)

1.2研究目的及方法 (2)

1.3论文的主要内容 (2)

2 相关理论介绍 (3)

2.1了解蘑菇街 (3)

2.2走进蘑菇街 (3)

2.3关于蘑菇街 (3)

2.3.1发现时尚 (3)

2.3.2蘑菇bar与蘑菇style (4)

2.3.3蘑菇团购 (4)

2.3蘑菇街获得的荣誉 (4)

2.4蘑菇街社交购物 (5)

2.5蘑菇街和淘宝搜索的比较 (6)

3．蘑菇街运营模式分析 (8)

3.1数据驱动 (8)

3.2与电商生态环境匹配 (9)

3.3快速试错 (9)

3.4佣金收入 (10)

3.5品牌广告 (10)

4蘑菇街运营现状和特点 (11)

4.1蘑菇街运营现状 (11)

4.2蘑菇街运营特点 (12)

5 蘑菇街网站未来的挑战 (14)

5.1未来挑战 (14)

5.2发展方向 (15)

5.3美丽说和蘑菇街差异 (16)

结论 (18)

致谢 (19)

参考文献 (20)