摘要
阿里巴巴淘小铺是在我国电商高速发展，从传统电商时代到如今去中心化，
社交多元化的共享经济时代的背景下，由阿里巴巴开发，依托淘宝电商平台，以
S2b2c为运营模式，更加侧重会员制的新型电商平台。
论文以我国 2018年以来社交电商的运营情况为背景，运用长尾理论及运营
管理理论和SWOT理论分析工具，采取实例研究法和对比分析法，对阿里巴巴淘
小铺的产生背景、运营模式、自身特点、发展现状、存在问题及发展对策进行研
究。论文认为：正是社交电子商务的日益发展普及，催生了像S2b2c这样的更加
完善便捷的共享电商运营模式，淘小铺是网络电商进入 3.0时代的标志和产物。
就发展现状而言，淘小铺显示出依托淘宝和天猫的优质供应商，有独立的智能软
件支持等相对突出的优势；然而，同时存在着进入行业晚，宣传力度不够，同类
竞争平台多和客户信任度不足等发展问题或困境。通过研究，本论文认为，之所
以存在以上问题，主要是基于平台初建期产品数量较少，供应商管理不严谨，以
及对b端小铺掌柜和c端客户的服务机制不完善等多方面原因。
论文提出，要在当前竞争白热化的网络电商大潮中实现健康持续发展，阿里
巴巴淘小铺需要着力解决的问题及采取的对策包括：首先，优化平台供应链，如
丰富产品的多样性、优化b端用户选品方式、整合现有平台运营商等；其次，加
强淘小铺平台的宣传，如开设线下体验店、增加引流方式等；再次，加强对b
端掌柜和c端用户的服务，如帮助小铺掌柜提高收益、建立完整的b端掌柜培训
机制、强化小铺掌柜服务意识等；第四，规范运营方式；最后，提高客户的信任
度。
关键词：社交电商；淘小铺；S2b2c；发展策略
I
Abstract
Alibaba taoxiaopu is a new e-commerce platform developed by Alibaba, relying
on Taobao e-commerce platform and taking s2b2c as the operation mode, with more
emphasison membershipunder thebackgroundof therapiddevelopment of
e-commerce in China, from the traditional e-commerce era to today's decentralized
and socially diversified sharing economy era.
Takingthe operationofsocial e-commerceinChinasince 2018asthe
background, this paper uses the long tail theory, operation management theory and
SWOT theoretical analysis tools, and adopts the case study method and comparative
analysismethodtostudytheemergencebackground,operationmode,own
characteristics,
development
status,
existing
problems
and
Development
Countermeasures of Alibaba taoxiaopu. The paper holds that it is the increasing
development and popularization of social e-commerce that has given birth to a more
perfect and convenient shared e-commerce operation mode such as s2b2c. Taoxiaopu
is the symbol and product of network e-commerce entering the 3.0 era. In terms of
development status, taoxiaopu shows its relatively prominent advantages of relying on
high-quality suppliers of Taobao and tmall, with independent intelligent software
support; However,at the sametime, there are somedevelopment problems or
difficulties, such as entering the industry late, insufficient publicity, many similar
competitive platforms and insufficient customer trust. The paper believes that the
above problems aremainly due to the smallnumber of products inthe initial
construction period of the platform, the lax supplier management, and the imperfect
service mechanism for the shopkeeper of b-end shop and the customer of C-end.
The paperputs forwardthat inorderto achievehealthy andsustainable
development in the current competitive tide of online e-commerce, Alibaba taoxiaopu
needs tofocus onsolving theproblems andcountermeasures, including:first,
optimizing the platform supply chain, such as enriching the diversity of products,
optimizing the selection mode of b-end users, integrating existing platform operators,
II