Dynamics, Blockages and Relief of Social E-commerce

Social e-commerce, as an emerging e-commerce method, integrates the advantages of mobile networks, social networks and e-commerce, opening up a new space for the development of network economy. Starting from the traditional mode of social e-commerce, this paper takes WeChat takeaway group social e-commerce under the specific region of Shenzhen Campus of Jinan University as a case for specific analysis, with the intention of examining and structurally analysing the status quo of this kind of social e-commerce, and describing its phenomenon while dissecting its essence and abstracting its commonalities. The results of the study show that the development of social e-commerce is still facing many difficulties and challenges, and for the existing problems such as vague market positioning, poor customer experience, and service system with perfection, social e-commerce should be centred on the user, take the service as the cog, and take the advantages as the fulcrum, rely on technological innovation to drive the improvement of the user experience, create a diversified development of social e-commerce, and constantly improve the new mode of social e-commerce in order to meet the consumer's fundamental demand for product value.