搭乘互联网经济高速发展的列车，我国的电子商务近几年来呈现了爆发式的增长，并且 在未来的几年内会持续性增长，在这个过程中，既有网红电商的崛起，也有中小电商的覆灭。 本文以女装行业为例，以商业模式理论和 4R 营销理论为基础，从发展阶段、商业模式类别及 其优劣势、外部机遇、存在威胁等方面深入分析了普通女装类中小电商的商业模式发展现状， 并将网红电商的运营模式和成功原因加以对比，积极寻求社交环境下女装企业中小电商的转 型之路。在如今的互联网经济形势下，传统的商家与顾客的角色机制发生了转变，因此我们 在顺应互联网经济环境下时间碎片化、流量资产化、购物社交化的前提下，主动变传统中小 电商为社交电商，基于企业与顾客在社交互动中产生的共创价值，同时引入品牌化运营、供 应链革新的理念，利用大数据等新型技术将移动社交与电商场景加速融合，打造一个充满购 物氛围的虚拟社区和消费中心，进一步寻求企业在能力与资源、顾客价值、盈利模式上的创 新点，最终模拟出具体的实现路径来帮助企业实现“粉丝经济” +“品牌化运营”+“场景化营销” 这一新型商业模式的构建。 希望通过本文的研究，能为处在发展困境的中小电商提供一个企业转型的参考和模式创 新的思路，使众多的中小电商在新一轮的市场竞争中重新激发出自身的经营活力和市场生命 力，彻底杜绝低价竞争，确保我国电商行业和互联网经济健康、有序的发展。 关键词：电子商务，中小电商，商业模式，网红电商，社交电商，场景化营销II Abstract With the high-speed development of Internet economy, e-business of China has been increasing drastically in recently years, and will be constantly growing in the next few years. During this process, some online celeb e-businesses rise, and some middle and small-scale e-businesses fail. The thesis uses women’s dress industry as an example, regards business mode theory and 4R marketing theory as the basis, conducts an in-depth research into the developmental status of middle and small scale e- business of ordinary women’s dress from the developmental stage, category of business mode, advantages and disadvantages, bottleneck of development, opportunities of transforming, etc, and research into the operation mode and reasons of success of online celeb e-businesses, so as to look for ways of transformation for middle and small scale e-business of women’s dress. In the context of Internet economy, the role mechanism of traditional businesses and clients changes, so under the premise of adapting to these new conditions: the time is fragmented, the flow is capitalized, and the shopping is socialized, we should change traditional e-businesses into social e-business, create value in the interaction between clients and customers, introduce brand operation and supply chain innovation, integrate mobile social and e-business scenario via large data, so as to build a virtual community and shopping center full of shopping atmosphere, further seek enterprises’ innovation points in ability and resource, client value, profiting mode, etc, and finally produce the right path for enterprise to realize the construction of the new business mode: “fan economy” + “brand operation” + “scenario operation”. I wish that via the research, I could provide a reference of transformation and new thought of mode innovation for middle and small scale e-businesses in difficulty, so that the middle and small e- businesses will become full of operation vigor and market vitality again in the new market competition, avoid low price competition and thus the healthy and ordered development of our country’s e-business industry and Internet economy will be ensured. Key words: e-business, middle and small-scale e-businesses, business mode, online celeb e-business, social e-business, scenario marketingIII 目录 摘要............................................................................................................................................................................I 第一章 绪论............................................................................. 1 1.1 选题背景及意义 ................................................................... 1 1.1.1 我国电商行业发展趋势 ....................................................... 1 1.1.2 网红电商的衍生和中小电商的发展现状 ......................................... 2 1.1.3 研究目的与意义 ............................................................. 4 1.2 研究内容和研究方法 ............................................................... 4 1.2.1 研究内容 ................................................................... 4 1.2.2 研究方法 ................................................................... 6 第二章 文献综述......................................................................... 8 2.1 网红经济的有关研究 ............................................................... 8 2.1.1 网红与网红经济 ............................................................. 8 2.1.2 网红电商及其商业模式 ....................................................... 8 2.2 中小电商及其商业模式的有关研究 ................................................... 9 2.2.1 中小电商企业有关研究 ....................................................... 9 2.2.2 中小电商商业模式创新研究 ................................................... 9 第三章 理论基础........................................................................ 11 3.1 商业模式模型理论 ................................................................ 11 3.1.1 概念 ...................................................................... 11 3.1.2 商业模式基本模型及其核心要素 .............................................. 11 3.1.3 传统女装类电商的商业模式 .................................................. 12 3.2 市场营销相关理论 ................................................................ 14 3.2.1 从 4P 到 4R——以关系营销为核心的营销理论................................... 14 3.2.2 基于说服理论的口碑营销 .................................................... 15 第四章 我国女装类中小电商发展现状研究 ................................................... 17 4.1 我国女装类中小电商的发展历程 .................................................... 17 4.1.1 中小电商的发展阶段 ........................................................ 17 4.1.2 网红电商的诞生与发展 ...................................................... 18 4.2 我国女装类中小电商商业模式类型 .................................................. 19 4.2.1 女装类中小电商商业模式类型 ................................................ 20 4.2.2 女装类网红电商商业模式解析 ................................................ 21 4.3 女装类中小电商商业模式 swot 分析 ................................................. 25 4.3.1 发展优势 .................................................................. 25 4.3.2 发展劣势 .................................................................. 26 4.3.3 转型机遇 .................................................................. 27 4.3.4 存在威胁 .................................................................. 29 第五章 女装类中小电商新型商业模式构建 ................................................... 31 5.1 中小电商复制网红电商模式可行性分析 .............................................. 31 5.2 基于社交关系的顾客价值再创 ...................................................... 32 5.2.1 从顾客关系的管理者到沟通者——企业的角色转变 .............................. 32 5.2.2 企业的顾客价值再创——与粉丝从互动到合作 .................................. 35 5.3 中小电商企业资源与能力提升的关键——品牌化运营 .................................. 37 5.3.1 定位产品风格 树立品牌思维 ................................................. 38IV 5.3.2 基于顾客定制化的设计环节 .................................................. 39 5.3.3 打造独立的、柔性的商品供应链 .............................................. 40 5.4 基于虚拟购物社区的场景化营销战略 ................................................ 41 5.4.1 关联策略——找准触点 构建场景 ............................................. 41 5.4.2 反应策略——发现差异 精准营销 ............................................. 43 5.4.3 关系策略——情感营销 产生信任 ............................................. 44 5.4.4 回报策略——口碑营销 形成闭环 ............................................. 45 第六章 总结与展望............................................................................................................................................. 47