Tencent Social Commerce Marketing Research

The Internet develops very quickly, e-commerce marketing traditional rely on unilateral advertising has been unable to make consumers believe produces more purchase behavior. And a new mode of e-business emerge as the times require, namely social e-commerce (Social Commerce), a literal understanding is through the use of social networks to better promote the electronic commerce transaction. Media has become popular in the social environment, consumer buying behavior is no longer limited to businesses to provide advertising is introduced, they are more willing to listen to the surrounding acquaintances or the network of community members consumer opinion."Social e-commerce" has been the major e-commerce enterprises frequently mentioned, such as Tencent electric, taobao.com, have realized the social value and began to actively build social shopping yourself.The analysis of the case of e-commerce enterprises Tencent flag. Tencent service in Chinese maximum network community, meet the Internet users are online communication, information, entertainment and e-commerce and other aspects of demand. After the Tencent social commerce development experience of trying period, layout confusion period, to integrate the adjustment period later, until the new stage of social marketing more suitable, that is to build "s open platform of Yi Xun as the core of the self+and core B2C joint venture model+quality merchants open platform".The article first social concept of social commerce definition and theoretical and practical basis, analyzes the social e-commerce to the theoretical and practical basis, and then analyzed the characteristics of social e-commerce is different from the traditional electronic commerce, and it can produce, development, become a reality based trend. The article then analyzes Tencent social e-commerce marketing strategy, from a series of marketing mode based on the combination of social networks, and then to the social relations between users chain marketing strategy based on the combination of strength between Tencent most characteristic. These marketing methods are Tencent their own social network inseparable, combination of social elements, analyzes the attention, interaction, sharing, evaluation and other aspects, is a building in the marketing promotion social network users based on. With the Tencent electric policy adjustment, not only set up electronic Business Company independent, and formed a proprietary and open business platform with the combination of the strategy, the formation of a new more reasonable business layout.The last chapter analyzes the development of e-commerce brings Tencent social enlightenment, Tencent electric business development adhere to the mobile, social, vertical, quality and the open road, the business ecosystem and actively build an open and win-win.