社交电商的通证激励机制研究（全文）

摘要

 

区块链以及通证都在以前所未有的速度，进入社会经济主流之中，并对现代互联网经济的发展形成深远的影响。随着现代区块链以及通证的迅速发展，党和国家领导人对于区块链及通证技术发展也表示深切的关注；在中央政治局十八次集体学习会议上，习近平主席强调区块链技术的集成应用在新的技术革新和产业变革中起着重要作用。我们要把区块链作为核心技术自主创新的重要突破口，明确主攻方向，加大投入力度，着力攻克一批关键核心技术，加快推动区块链技术和产业创新发展。就本文的研究而言，本文在选题上结合区块链及通证发展意义的基础上，融合了当前社交电商的发展，深入探讨社交电商如何基于区块链及通证技术进行自身的通证激励机制构建，有效实现我国当前电商产业的创新、变革，高效、稳定推动我国电商的发展。

在具体的研究过程中，因为区块链发展的早期阶段，社交电商通证激励应用案例还不太多，本文选取了目前国内采用通证激励并具备一定规模的三家社交电商平台，分别为蓝鲸淘、INP、Bgoo商城，该三家社交电商平台都采用了通证激励的模式，同时在具体的激励模式对比上有着明显的差异性，故而作为本文的研究案例对象。

为了更深入的分析社交电商通证激励，作者结合通证激励、激励机制等理论作为基础，再结合专家评分结合问卷调查的方式进行，以从深度和广度两大方面进行综合的评价反馈，有效保障本文调查数据的全面性、科学性。从而构建了社交电商平台通证激励评价指标体系，并以此为基础通过因子分析对比三家社交电商平台的通证激励机制，从中笔者得出结论：社交电商通证激励主要是需要在通证价值、产品性能、产品体验、激励持续性上需要把控。这也为进一步的问题分析以及策略提出提供科学的依据。

更进一步，对于通证经济中社交电商如何长期持续的通过通证激励来发展，笔者基于前文的具体案例分析以及目前我国社交电商通证激励机制中的问题凸显在资源利用深度、相关转人才稀缺等视角上，提出了一些完善建议。文章针对前人学者的研究总结提出了具体的完善原则：合法性原则、持续性原则、特色性原则、透明性原则；同时也分别从通证价值、用户体验、激励机制持久性等方面提出了具体的完善建议；并且为了更好的保障社交电商通证激励机制推行以及完善，笔者针对当前社交电商通证发展现状也提出了保障措施，主要在专业人才引进及培养，以及配套性法律法规制度的完善方面。此外本文的研究成果也同样适用于同类型的社交电商通证激励机制构建。

 

关键字：社交电商；通证激励；区块链；通证

 

 

Research on the Incentive Mechanism of Token Based on Social E-Commerce

Abstract

Block chain and token are entering the mainstream of social economy at an unprecedented speed, and have a profound impact on the development of modern Internet economy. With the rapid development of modern block chains and certificates, the leaders of the party and state also expressed deep concern for the development of block chain and certification technology. At the eighteen collective learning conference of the Central Political Bureau, President Xi Jinping emphasized that the integrated application of block chain technology played an important role in new technological innovation and industrial transformation. We should take block chain as an important breakthrough in independent innovation of core technology, clarify the main direction of attack, increase investment, focus on tackling a number of key core technologies, and accelerate the development of block chain technology and industrial innovation. As far as the research of this paper is concerned, based on the topic selection and the significance of the development of block chain and token, this paper integrates the development of current social e-commerce, deeply discusses how social e-commerce constructs its own token incentive mechanism based on block chain and token technology, effectively realizes the innovation and transformation of current e-commerce industry in China, and effectively and stably promotes the development of China's e-commerce.

In the specific research process, due to the early stage of blockchain development, there are not enough application cases of social e-commerce token incentive. This paper selects three domestic social e-commerce platforms with a certain scale, which are WHALEMALL, INP and BGOO mall. The three social e-commerce platforms all adopt the mode of token incentive, and at the same time, in the specific incentive mode There are obvious differences in comparison, so it is the research object of this paper.

In order to further analyze the social e-commerce token incentive, the author combines the theory of token incentive and incentive mechanism, and then combines the expert scoring with questionnaire survey, so as to make comprehensive evaluation feedback from both depth and breadth, and effectively guarantee the comprehensiveness and scientificity of the survey data in this paper. Thus, the evaluation index system of token incentive of social e-commerce platform is constructed, and on this basis, the author compares the token incentive mechanism of three social e-commerce platforms through factor analysis. From this, the author draws a conclusion: the token incentive of social e-commerce mainly needs to be controlled in the token value, product performance, product experience and incentive sustainability. It also provides scientific basis for further problem analysis and strategy proposal.

Furthermore, for how to develop social e-commerce in the token economy through the token incentive in a long-term and sustainable way, the author puts forward some suggestions based on the specific case analysis above and the current problems in the incentive mechanism of social e-commerce token in China from the perspective of the depth of resource utilization, the scarcity of relevant transfer talents and the difficulty of legal identification. According to the research summary of previous scholars, this paper puts forward the specific improvement principles: the principle of legality, the principle of sustainability, the principle of characteristics, the principle of transparency; at the same time, it also puts forward specific improvement suggestions from the aspects of pass value, user experience, and the durability of incentive mechanism; and in order to better guarantee the implementation and improvement of social e-commerce pass incentive mechanism, the author aims at The current situation of the development of the former social e-commerce pass also puts forward safeguard measures, mainly in the introduction and training of professional talents, as well as the improvement of supporting laws and regulations. In addition, the research results of this paper are also applicable to the construction of the same type of social e-commerce token incentive mechanism.

 

 

Key words: social e-commerce; token incentive; block chain; token

 

 

 

目录

第1章  绪论 6

1.1  研究背景 6

1.2  研究目的和意义 7

1.2.1  研究目的 7

1.2.2  研究意义 8

1.3  研究问题 8

1.4  研究方法及内容 9

1.4.1  研究方法 9

1.4.2  研究内容 9

1.5  创新点 9

第2章  基础理论及社交电商发展现状 11

2.1  基础理论综述 11

2.1.1  通证经济 11

2.1.2  激励机制 11

2.1.3  通证激励 12

2.1.4  社交电商 13

2.2  社交电商发展现状 13

2.2.1  社交电商发展现状 14

2.2.2  社交电商发展价值 15

2.2.3  社交电商存在的问题 15

2.3   社交电商与通证激励的契合分析 16

第3章  社交电商通证激励机制案例分析 18

3.1   蓝鲸淘 18

3.1.1  蓝鲸淘介绍 18

3.1.2  通证激励模式 18

3.1.3  通证激励机制分析 20

3.2   INP（Influence Chain Plus） 21

3.2.1  INP简介 21

3.2.2  INP通证激励模式 21

3.2.3  通证激励机制分析 22

3.3   Bgoo商城 22

3.3.1  Bgoo商城简介 22

3.3.2  Bgoo通证激励模式 23

3.3.3  通证激励分析 23

3.4 三案例异同分析 24

第4章  基于社交电商的通证激励机制评价体系构建 25

4.1  社交电商通证激励机制评价指标体系构建 25

4.1.1   社交电商通证激励机制评价指标构建原则 25

4.1.2   社交电商通证激励机制评价指标构建 26

4.2   社交电商通证激励机制评价分析 27

4.2.1   评价方法选取 27

4.2.2   样本选取 28

4.2.3   数据来源 28

4.2.4   信效度分析 29

4.2.5   因子分析 30

第5章  基于社交电商的通证激励机制完善建议 36

5.1   社交电商通证激励现状问题及发展困境 36

5.1.1  社交电商涉传行为认定的法律困境 36

5.1.2  专业人才缺乏 36

5.1.3  资源利用深度不够 37

5.2  基于社交电商的通证激励机制完善原则 37

5.3  基于社交电商的通证激励机制构建建议 38

5.3.1  通证价值体现机制 38

5.3.2  重视、提升用户体验 39

5.3.3  通证激励模式持久性优化 39

5.4  保障措施 40

5.4.1  专业人才引进及培养 41

5.4.2  管理制度 42

5.4.3  商业模式 43

第6章  结论与展望 44

6.1 结论 44

6.2 展望 46

参考文献 48

致谢 51