在大数据时代下,来自社会化电子商务平台的信息不仅影响着消费者的购买行为,同时也为商户在商品运营和管理方面提供了重要的数据基础。本文首先分析了三类社会化电子商务网站的信息类型及其在产品创新、市场营销创新和服务创新方面的局限性。然后,提出了通过信息增值引导产生产品创新、市场营销创新及服务创新,以增强企业竞争力的信息服务模型,最后以韩都衣舍为例进一步阐述信息增值服务模式的应用。

In the era of big data, information from social e-commerce platform not only affects the consumers’buying behavior, but also provides an important database for merchants in commodity operations and management. The paper first analyzes the contents of information service from three main kinds of social e-commerce sites and its limitations in product innovation, marketing innovation and service innovation. Then, an information value-added service model is proposed. The model illustrates the value-added information process and the use of innovative service, and finally demonstrate the application of the information value-added service model with an example.

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国家星火计划项目“农业科技成果转化信息辅助技术应用与示范”(项目编号：2015GA780076)的成果之一；