Based On The Pattern Of Sns E-commerce Marketing Research

According to the findings of substantive investigation, as of the endof December2011, Chinese netizens reached513million, the scale ofmobile phone users reached356million. At the same time, onlineshopping usage rate continues to rise, has now reached28.1%, onlineshopping users increased by48.6%, Internet penetration rose to34.3percent. Shopping online has become one of the habits foronline-consumers, which has become an important consumptionchannels of peoples daily consumption.However, with the continuous advancement of the age of web2.0and web3.0era, the traditional e-commerce marketing has beenobsolete gradually, simply relying on price competition, advertising andoutdated marketing do not bring any apparent improvement. Thereason, on the one hand, due to the site itself is asymmetric information,consumer buying behavior when in doubt, makes e-commerce websitebounce rate is high; Another important aspect is the development ofInternet technology allows consumers to shop in the network when youpay more attention to evaluations and reputations from peers.Especially when consumers want to buy the products of relatively highprices,information channels and platforms become more important.Research survey found that only consumers face a similar group ofconsumers,consumer vigilance will minimize or even directly lead to theunconscious consumption. This finding suggests, e-commercemarketing should turn to the social interaction between the consumers.At this point, the "interaction" of the SNS,"real time", the "convenience"features, it is precisely to meet the information sharing needs of Internetusers, in which, social attributes linked to disseminate and recommendgoods/services and to achieve better Internet-based consumer.E-commerce platform grafting SNS community functions in order to shorten the process of marketing, control of the market information, tostimulate the sales of goods to meet the needs of Internet users. Thisunique complementary strengths, the SNS can be used in e-commercesite as a new marketing model. As the field of e-commerce leader,Taobao, in2011had set the strategic objectives of the the Taobao SNS".This thesis is based on communication, marketing, sociologyperspective, the use of qualitative and quantitative analysis of thecombination of research methods, analysis through the SNS socialmedia marketing value, combined with defects of e-commercemarketing, e-commerce and SNS marketing model combined with thefeasibility analysis, for example, domestic well-known shopping siteTaobao Taobao Taobao development of existing social products forthe exploration of the SNS marketing model, research and analysis,combined with the seller forward-looking recommendations for thesocial development and the use of e-commerce and professionalinterviews with buyers and developers in the field.