摘要

 

區(qū)塊鏈以及通證都在以前所未有的速度，進(jìn)入社會經(jīng)濟(jì)主流之中，并對現(xiàn)代互聯(lián)網(wǎng)經(jīng)濟(jì)的發(fā)展形成深遠(yuǎn)的影響。隨著現(xiàn)代區(qū)塊鏈以及通證的迅速發(fā)展，黨和國家領(lǐng)導(dǎo)人對于區(qū)塊鏈及通證技術(shù)發(fā)展也表示深切的關(guān)注；在中央政治局十八次集體學(xué)習(xí)會議上，習(xí)近平主席強(qiáng)調(diào)區(qū)塊鏈技術(shù)的集成應(yīng)用在新的技術(shù)革新和產(chǎn)業(yè)變革中起著重要作用。我們要把區(qū)塊鏈作為核心技術(shù)自主創(chuàng)新的重要突破口，明確主攻方向，加大投入力度，著力攻克一批關(guān)鍵核心技術(shù)，加快推動區(qū)塊鏈技術(shù)和產(chǎn)業(yè)創(chuàng)新發(fā)展。就本文的研究而言，本文在選題上結(jié)合區(qū)塊鏈及通證發(fā)展意義的基礎(chǔ)上，融合了當(dāng)前社交電商的發(fā)展，深入探討社交電商如何基于區(qū)塊鏈及通證技術(shù)進(jìn)行自身的通證激勵機(jī)制構(gòu)建，有效實現(xiàn)我國當(dāng)前電商產(chǎn)業(yè)的創(chuàng)新、變革，高效、穩(wěn)定推動我國電商的發(fā)展。

在具體的研究過程中，因為區(qū)塊鏈發(fā)展的早期階段，社交電商通證激勵應(yīng)用案例還不太多，本文選取了目前國內(nèi)采用通證激勵并具備一定規(guī)模的三家社交電商平臺，分別為藍(lán)鯨淘、INP、Bgoo商城，該三家社交電商平臺都采用了通證激勵的模式，同時在具體的激勵模式對比上有著明顯的差異性，故而作為本文的研究案例對象。

為了更深入的分析社交電商通證激勵，作者結(jié)合通證激勵、激勵機(jī)制等理論作為基礎(chǔ)，再結(jié)合專家評分結(jié)合問卷調(diào)查的方式進(jìn)行，以從深度和廣度兩大方面進(jìn)行綜合的評價反饋，有效保障本文調(diào)查數(shù)據(jù)的全面性、科學(xué)性。從而構(gòu)建了社交電商平臺通證激勵評價指標(biāo)體系，并以此為基礎(chǔ)通過因子分析對比三家社交電商平臺的通證激勵機(jī)制，從中筆者得出結(jié)論：社交電商通證激勵主要是需要在通證價值、產(chǎn)品性能、產(chǎn)品體驗、激勵持續(xù)性上需要把控。這也為進(jìn)一步的問題分析以及策略提出提供科學(xué)的依據(jù)。

更進(jìn)一步，對于通證經(jīng)濟(jì)中社交電商如何長期持續(xù)的通過通證激勵來發(fā)展，筆者基于前文的具體案例分析以及目前我國社交電商通證激勵機(jī)制中的問題凸顯在資源利用深度、相關(guān)轉(zhuǎn)人才稀缺等視角上，提出了一些完善建議。文章針對前人學(xué)者的研究總結(jié)提出了具體的完善原則：合法性原則、持續(xù)性原則、特色性原則、透明性原則；同時也分別從通證價值、用戶體驗、激勵機(jī)制持久性等方面提出了具體的完善建議；并且為了更好的保障社交電商通證激勵機(jī)制推行以及完善，筆者針對當(dāng)前社交電商通證發(fā)展現(xiàn)狀也提出了保障措施，主要在專業(yè)人才引進(jìn)及培養(yǎng)，以及配套性法律法規(guī)制度的完善方面。此外本文的研究成果也同樣適用于同類型的社交電商通證激勵機(jī)制構(gòu)建。

 

關(guān)鍵字：社交電商；通證激勵；區(qū)塊鏈；通證

 

 

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

 

 

 

目錄

第1章  緒論 6

1.1  研究背景 6

1.2  研究目的和意義 7

1.2.1  研究目的 7

1.2.2  研究意義 8

1.3  研究問題 8

1.4  研究方法及內(nèi)容 9

1.4.1  研究方法 9

1.4.2  研究內(nèi)容 9

1.5  創(chuàng)新點(diǎn) 9

第2章  基礎(chǔ)理論及社交電商發(fā)展現(xiàn)狀 11

2.1  基礎(chǔ)理論綜述 11

2.1.1  通證經(jīng)濟(jì) 11

2.1.2  激勵機(jī)制 11

2.1.3  通證激勵 12

2.1.4  社交電商 13

2.2  社交電商發(fā)展現(xiàn)狀 13

2.2.1  社交電商發(fā)展現(xiàn)狀 14

2.2.2  社交電商發(fā)展價值 15

2.2.3  社交電商存在的問題 15

2.3   社交電商與通證激勵的契合分析 16

第3章  社交電商通證激勵機(jī)制案例分析 18

3.1   藍(lán)鯨淘 18

3.1.1  藍(lán)鯨淘介紹 18

3.1.2  通證激勵模式 18

3.1.3  通證激勵機(jī)制分析 20

3.2   INP（Influence Chain Plus） 21

3.2.1  INP簡介 21

3.2.2  INP通證激勵模式 21

3.2.3  通證激勵機(jī)制分析 22

3.3   Bgoo商城 22

3.3.1  Bgoo商城簡介 22

3.3.2  Bgoo通證激勵模式 23

3.3.3  通證激勵分析 23

3.4 三案例異同分析 24

第4章  基于社交電商的通證激勵機(jī)制評價體系構(gòu)建 25

4.1  社交電商通證激勵機(jī)制評價指標(biāo)體系構(gòu)建 25

4.1.1   社交電商通證激勵機(jī)制評價指標(biāo)構(gòu)建原則 25

4.1.2   社交電商通證激勵機(jī)制評價指標(biāo)構(gòu)建 26

4.2   社交電商通證激勵機(jī)制評價分析 27

4.2.1   評價方法選取 27

4.2.2   樣本選取 28

4.2.3   數(shù)據(jù)來源 28

4.2.4   信效度分析 29

4.2.5   因子分析 30

第5章  基于社交電商的通證激勵機(jī)制完善建議 36

5.1   社交電商通證激勵現(xiàn)狀問題及發(fā)展困境 36

5.1.1  社交電商涉?zhèn)餍袨檎J(rèn)定的法律困境 36

5.1.2  專業(yè)人才缺乏 36

5.1.3  資源利用深度不夠 37

5.2  基于社交電商的通證激勵機(jī)制完善原則 37

5.3  基于社交電商的通證激勵機(jī)制構(gòu)建建議 38

5.3.1  通證價值體現(xiàn)機(jī)制 38

5.3.2  重視、提升用戶體驗 39

5.3.3  通證激勵模式持久性優(yōu)化 39

5.4  保障措施 40

5.4.1  專業(yè)人才引進(jìn)及培養(yǎng) 41

5.4.2  管理制度 42

5.4.3  商業(yè)模式 43

第6章  結(jié)論與展望 44

6.1 結(jié)論 44

6.2 展望 46

參考文獻(xiàn) 48

致謝 51