新型消费中的“云摊”说服力建构逻辑--基于社交电商拓展形态的扎根分析  

The Construction Logic of Cloud Stalls'Persuasiveness in New Consumption:the Grounded Analysis based on the Expansion Form of Social E-commerce

作　　者：课题组 崔占峰[2,3] 崔宏瑜 王瑾珑 Research Group

机构地区：[1]不详 [2]烟台大学经济管理学院,山东烟台264005 [3]复旦大学

出　　处：《复印报刊资料（贸易经济）》2022年第2期23-34,共12页Trade and Economy

基　　金：国家社会科学基金青年项目“进城流动商贩问题的本质及其治理体系研究”(13CJY032);山东省自然科学基金面上项目“城市流动摊贩‘微治理’系统智能化与社会化实现机制研究”(ZR2020MG051);中国博士后科学基金第61批面上项目“进城摊贩的‘流动性’治理与制度化合作机制研究”(2017M611431)。

摘　　要：互联网技术的飞速发展推动了新型消费模式的产生,促进了地摊这一古老商业经营形态向云端的空间转移,促使“云摊”这一社交电商的拓展形态呈现出爆发式增长趋势,使消费者实现了“云逛街”。然而,随着消费者对“云摊”依赖度的提高,由信息问题引发的说服力建构问题不断凸显。为探究“云摊”背后的说服力建构逻辑,以新型消费为研究背景,以“云摊”为研究对象,基于从新浪微博收集的资料,利用扎根理论展开深入分析。研究发现,与地摊相比,“云摊”在说服力建构方面更加倚重于身份说服力、福利说服力、营销策略说服力等构成要素,要通过提高身份认可度来实现身份说服力建构,要通过提升消费者福利水平来推动福利说服力建构,要通过情感、体验、事件、广告、精准营销等策略的组合来完成营销策略说服力建构;身份说服力、福利说服力、营销策略说服力等构成要素在一定程度上互为前因,互相促进,并呈现出循环往复、相辅相成的关系;“云摊”说服力建构有助于经营者完善经营规范,提高商品流通效率,形成内嵌于国内大循环的商品微循环系统。不过,仅仅依靠说服力建构并不足以解决“云摊”固有的空间失序和信息问题。为推动“云摊”健康可持续发展,还要基于“云摊”依托一定场域而存在的空间特性,以协同化引导监督机制助推其实现空间规范化;基于信息的外延特性,从信息风险识别与监测、统计与处置切入,从信息真实性、对称性着手,进行信息双向治理。The rapid development of IT has given birth to new consumption,and promoted the spatial transfer of the ancient commercial operation form of street stall to the cloud,and derived the expansion form of social e-commerce-"cloud stalls",enabling consumers to realize"cloud shopping".However,with the improved customer dependence on"cloud stalls",persuasiveness construction caused by related information problems has been increasingly prominent.To explore the construction logic of persuasiveness of"cloud stalls",the authors take new consumption as the background and"cloud stalls"as the research object,select Sina Weibo of"cloud stalls"as the research data,and use the grounded theory to carry out an in-depth analysis.It is found that,compared with street stall,"cloud stall"relies more on the persuasiveness of identity,welfare and marketing strategy.That is,the construction of identity persuasiveness could be realized by improving one's identity recognition;the construction of welfare persuasiveness could be promoted by improving the welfare level of consumers;and the construction of marketing strategy persuasiveness could be completed by adopting the combined strategies of emotion,experience,event,advertisement and targeted marketing.There is a circular and complementary relationship between the constituent elements,such as the persuasiveness of identity,welfare and marketing strategy;and the construction of"cloud stalls"persuasiveness will help to improve business norms,improve the efficiency of commodity circulation,and form the commodity micro circulation system,which is embedded in the domestic circulation.However,the inherent spatial disorder and information problems of"cloud stall"cannot be completely solved only by relying on its construction of persuasiveness.To promote the healthy and sustainable development of"cloud stall",we should depend on the spatial characteristics of"cloud stall"and realize the spatial standardization with the help of coordination-oriented supervision mechanism;and we should also depend o

关 键 词：新型消费 “云摊” 身份说服力 福利说服力 营销策略说服力 

分 类 号：F724.6[经济管理—产业经济]