基于SCP范式的拼购型社交电商行业分析与发展建议  

The Analysis of Social Group-buying E-commerce Industry Based on SCP Pattern and Development Suggestions

作　　者：郏玲玲 刘芹[1] 刘帅[1] JIA Ling-ling;LIU Qin;LIU Shuai(University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学,上海200093

出　　处：《经济研究导刊》2021年第16期137-139,共3页Economic Research Guide

摘　　要：近年来,以拼多多、京喜、苏宁拼购为代表的拼购型社交电商平台异军突起,激发了三线及以下城市的消费潜力,促进电商行业焕发了新的生机与活力。因此,以中国拼购型社交电商行业的发展现状为背景,运用产业组织理论中的SCP范式,对该行业的市场结构、市场行为及市场绩效进行分析,并针对平台运营过程中出现的问题提出相应的建议,以期为行业的健康发展提供借鉴。In recent years,social group-buying e-commerce represented by Pinduoduo,Jingxi and Suning group-buying platforms have risen rapidly,stimulating the consumption potential of third and lower-tier cities,promoting the vitality of the e-commerce industry.Therefore,on the background of China social group-buying e-commerce industry’s development status,using SCP pattern to analyze market structure,market behavior and market performance of this industry,putting forward suggestions to solve the problems in the platform operation process,which has reference significance for the healthy development of the industry.

关 键 词：拼购型社交电商 SCP范式 发展建议 

分 类 号：F713.36[经济管理—产业经济]