중국 내 SNS 기반 C2C 웹사이트의 수익모델에 관한 연구

Abstract

A Study on the Profit Model of SNS based C2C Web-site in China

Wang He Advisor : Prof. KIm, Seogmin, Ph.D. Department of International Trade Graduate School of Chosun University

As the network into the Web2.0 era, some of the new network biological gradually been accepted and recognized and gradually become dependent by people, for example, BLOG,SNS,microblog and etc. Especially, by using SNS, people's real life through the form of website albums, log, share, reproduced copied to the network. And the network will line network of fully excavated and transferred to online interaction with a wider network of relationships to form a larger network of relationships to maximize value. This change of e-commerce has also brought new business opportunities. The Internet is no longer just entertainment platform, and also become a key way that people conduct business transactions. At the same time, as China's huge Internet user population base, coupled with the software and hardware technology of e-commerce platform matures gradually, the number of online consumers also showed a rising trend. With the growing of the merchandise category or technical support the domestic C2C e-commerce web sites are continue to grow and develop. The SNS web site as one of the newborn product of WEB2.0 era of Internet technology, Web site to provide users with transparent communication platform, allows users to interact with timely and effectively. This unique condition provides the C2C e-commerce site a potential business opportunities. In recent years, C2C e-commerce model has always been interesting hot spots of domestic e-commerce industry. However, due to its low access threshold, strong replicability. there is countless web sites in large and small size abound. That not only makes the whole market difficult to form the influential competition norms, but also brings the impact of competition to the C2C site, so each site which wants to come to the fore must be innovation and integration. This article aim at the problem, first of all , use six degrees of separation theory introducing the basic concepts of the SNS website, combined with the reading of the literature and thinking, analyses the current development status of China's SNS and C2C web site. And then this text uses the data analysis method on the SNS-based C2C e-commerce website development trends. Through the analysis of the current profit model of e-commerce web site, the focus is to study the profit model based on the SNS + C2C e-commerce web site. We start from SNS and C2C background, through the status quo at home and abroad, from both the influencing factors of the network platform, analyses to identify the existing problems of the web site. Moreover, we uses chart analysis, data analysis to support the thesis, we also use PEST analysis method to analyze the influencing factors of the web site, and use SWOT analysis to discuss the actual case of Taobao, analyses status and characteristics of the profit model of China's SNS-based C2C electronic business web site. At last, the text promote the SNS C2C profit model envisaged to provide a development for China's C2C e-commerce web site based on the SNS sustainable profit model. Although theoretical support is not too rich still hope to provide a certain direction of the recent SNS-based C2C e-commerce development, this is also one of the vision of the SNS-based C2C e-commerce we discussed.

Key words: SNS, C2C, E-commerce, Profit model, Network platform