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商品編號： IN1695 出版日期： 2020/12/03 作者姓名： Davis, Jason P.;Yang, Anne 商品類別： Other 商品規格： 19p 再版日期： 地域： China 產業： 個案年度： -
商品敘述：
Social commerce is a new trend in e-commerce that leverages individual relationships and affiliations to drive growth in online sales. The case compares two companies, Pinduoduo and Facebook/Instagram, and their different social commerce business models, notably social network based vs. social group based models. Social network platforms (like Facebook/Instagram in the US) generate supply-driven commerce ecosystems that leverage the social graph of individual relationships to drive sales through highly-connected influencers in an ad-based business model. Social group platforms (exemplified by Pinduoduo in China) generate a demand-driven commerce ecosystem based on rich, gamified interactions that don''t depend on prior relationships in a direct sales business model. The case describes the recent evolution of social commerce such as the launch of Facebook Shops and Instagram Shops that resemble Pinduoduo''s model.
涵蓋領域：
Entrepreneurship;Social media;Emerging markets
相關資料：
Case Teaching Note, (IN1696), 10p, by Jason P. Davis, Anne Yang
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