The Research Of Profit Model Of Social Commerce Based On Evolutionary Game Theory

In 2013,'Taobao'take much measures to prevent'Mei Lishuo'and'Mo Gujie'exiting that raises the concern about social commerce. The huge volume of users and complex customers'relationship are advantage of social network site (SNS),actually wanted to help but not be able to its profit growth;. On-line shopping's new tide brings the opportunity for the electronic commerce, because of lacking the fixed user source and the highly effective marketing channel causes the website profit level to halt. Two category of website awkward predicament have caused today's socialization electronic commerce, Adopts the consumer to take leading the public relation network. In China, the development of new shopping website always follow the law that setting up quickly, returning steady state and fading fast. In recent years, the domestic socialization electronic commerce's development is at the key turning point of whether survive or not. The inherent survival path's threat and the electronic commerce website will force out the socialization electronic commerce development question to refer to the website profit, Therefore it is especially important to research about the socialization electronic commerce website's profit model.Firstly, the article analyses the market condition of social commerce. Now SNS with single development mode can not threat social commerce's exists. But some e-commerce websites that social commerce rely on thinks that social commerce plunders part of customers. E-commerce starts to cut off the survival road of social commerce that is fatal situation for social commerce. In order to deal with the disadvantageous emulation aspect, parts of socialization electronic commerce website starts to establish the independent transaction system, set up online shop, even reform to the C2C Meanwhile, The electronic commerce website builds the public relations platform in the website. As the consequence, the new competition generated.In order to research the status of social commerce profit model, this thesis uses Slywotzky's profit modeltheory to conclude seven profit source, six profit points and profit barriers of social commerce. Through analyzing social commerce websites, it is discovered that the seed business is telecom operators and mobile device manufacturers, the growth business is customers registration fee and income from group purchase, the core business is advertising revenue and commission. By researching the relationship between profit points and profit source, it is demonstrated that customer is the foundation of social commerce, the most important resource and the key of social commerce profit.In order to further study about the influence of other online shopping platforms onthe development path of social commerce profit model, the evolutionary game model of traditional e-commerce websites and social commerce websites is built up. Through analyzing the game model, we know the key impact factor of the cooperation of social commerce and traditional e-commerce is reasonable cost and income distribution coefficient. So it is possible that the cooperation between social commerce and traditional e-commerce will maintenance. But Relying on obtain the profit in other websites should not be the main profit source of social commerce.Unifying the above analysis, it is proposed that how the profit model of social commerce develop in the future.