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案例编号: MIS-0154
被浏览次数: 464 次
案例名称: 重混万物生:品观打造值得信赖的化妆品产业信息服务平台
译名: Remixing Brings the Rebirth of All Things: PINGUAN Builds the Trustworthy Cosmetics Industry Information Service Platform
案例作者: 张千帆,段洪晨,李哲
作者单位: 华中科技大学
指导者:
译者:
背景单位名称: 品观科技(武汉)有限公司
行业: 服务业
规模: 中型
案例涉及的职能领域: 规划计划部门
案例语种: 中文
案例长度(页): 15 页
案例类型: 描述型
中文关键词: 互联网+;化妆品产业;商业模式;社会化商务;信息服务平台;2018百优案例
英文关键词: Internet plus; cosmetics industry; business model; social commerce; information service platform
中文摘要: 本案例描述了品观从一家传统的化妆品垂直行业媒体成长为值得信赖的化妆品产业信息服务平台的社会化商务转型过程。品观在两次互联网转型中摸索商业模式,不忘初心,迭代成长。本案例主要覆盖三方面内容:一是品观挖掘行业信息不对称的痛点,通过搭建社交平台来整合供需资源,推进初次转型;二是基于对社会化商务的理解,品观放弃泛社交业务,通过买手服务实现与用户的关系链接与信任保障,推进第二次转型;三是品观全面升级供需对接、行业资讯与知识服务,打造三大业务融合的信息服务平台。本案例着重对两次转型的商业模式进行对比分析,厘清社会化商务和社交网络的不同,揭示线下资源变成稳定的线上流量、进而通过流量变现实现营收的运作机制。
英文摘要: This case describes the social commerce transformation process of PINGUAN which has grown from a traditional cosmetic vertical industry media into a trustworthy cosmetics industry information service platform. During the two Internet transformations, PINGUAN explored the business models, remained true to its original aspiration and grew iteratively. This case mainly covers three aspects. First, PINGUAN tapped the pain points of information asymmetry in the industry, and built a social platform to integrate supply and demand resources, thereby promoting the initial transformation. Second, based on the understanding of social commerce, PINGUAN gave up the pan-social business, and achieved user's relationship link and trust guarantee through buyer service, thereby promoting the second transformation. Third, PINGUAN comprehensively upgraded supply and demand docking service, industry information service and knowledge service, and created the industry information service platform that integrates three major businesses. This case focuses on the comparative analyses of business models for its two transformations, which will help to clarify the differences between social commerce and social networks, and reveal the operating mechanism about how offline resources become stable online traffic and then convert network traffic into revenue.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2017
案例入库时间: 2018-10
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