近年来，以拼多多、抖音电商为代表的社交电商平台在国内得到了快速的发展，对天猫、淘宝等传统电商平台产生了巨大的冲击。相比传统电商平台，社交电商平台为商家提供了更加低价、优质的流量资源，也为消费者提供了“产品发现——产品购买——产品推荐”新型购物体验。抖音于2018年正式开展其电商业务，经过三年的发展，抖音电商凭借其独特的商业模式，已逐渐成为新一代电商平台中不可或缺的中坚力量。 首先，文章对近年来蓬勃发展的社交电商行业进行了简单的研究，按时间顺序梳理了我国社交电商行业的发展历程，并根据不同平台的运营模式特点，将社交电商平台分为四个类别。紧接着，本文对案例对象抖音电商的所属公司“北京字节跳动科技有限公司”进行了简单介绍，并对抖音电商的发展历程进行了梳理。 其次，文章以魏朱商业模式六要素理论为研究框架，对抖音电商的商业模式进行系统性分析与评价，得出结论如下：抖音电商定位于年轻化的社交电商平台，与传统电商形成了有效的差异化竞争；在业务系统方面，抖音电商引入服务商、达人作为利益相关者，利用短视频和直播的形式进行产品宣传和销售，建立了完善高效的系统生态，实现了利益相关者的多方共赢；抖音电商拥有的算法、流量的关键资源和持续创新的关键能力，为抖音电商的商业模式提供了支撑；抖音电商的盈利模式十分清晰，但是仍然存在多元化的优化空间；由于抖音电商处于快速发展时期，广告营销、投资将对其现金流造成一定的压力；抖音电商为电商行业带来了巨大的变革，拥有十分宝贵的行业价值。 接着，文章从售前、售中、售后三个环节，将抖音电商与传统电商平台进行对比。研究发现，在售前环节，抖音电商充分利用其优势，开发出更能挖掘消费者隐性消费需求的“发现式电商”；在售中环节，抖音电商运用短视频和直播多种形式进行产品宣传和销售，对消费者更具吸引力；在售后环节，消费者可以通过抖音平台对产品进行自发分享，形成商品的二次曝光。 最后，文章对抖音电商发展过程中所产生的行业层面以及社会层面的问题，以及面临的反垄断政策风险、数据安全监管风险和海外监管风险进行了总结，并提出针对性建议。

In recent years, social e-commerce platforms represented by Pinduoduo and Douyin have achieved rapid development in China, which has had a huge impact on traditional e-commerce platforms such as Tmall and Taobao. Social e-commerce platforms provide merchants with lower-priced and high-quality traffic resources, and provide consumers with a new shopping experience of "product discovery - product purchase - product recommendation". Douyin officially launched its e-commerce business in 2018. After three years of development, Douyin e-commerce has gradually become an indispensable backbone of the new generation of e-commerce platforms with its unique business model. First of all, the article conducts a simple analysis on the booming social e-commerce industry in recent years, sorts out the development process of Chinese social e-commerce industry in chronological order, and divides the social e-commerce platforms into four types according to the characteristics of the operation modes of different platforms. Then, this article briefly introduces the development process of Douyin E-commerce and Beijing ByteDance Technology Co., Ltd.. Secondly, the article systematically analyzes and evaluates the business model of Douyin e-commerce based on Wei-Zhu's business model and draws the following conclusions: From the perspective of positioning, Douyin e-commerce is positioned as a social e-commerce platform for youngsters, forming an effective differentiated competition with traditional e-commerce; in terms of business system, Douyin e-commerce introduces service providers and experts as stakeholders, uses short videos and live broadcasts for product promotion and sales, establishes a complete and efficient ecosystem, achieving a win-win situation for all stakeholders; Douyin e-commerce has the traffic, the resources of algorithms and the capabilities of continuous innovation, which provide support for the business model of Douyin e-commerce; the profit model of Douyin e-commerce is very clear, but there is still room for diversified optimization; since Douyin e-commerce is still in a period of rapid development, external marketing and investment will put pressure on its cash flow; Douyin e-commerce has brought huge changes to the e-commerce industry and has very valuable industry value. Then, the article compares Douyin e-commerce with traditional e-commerce platforms from three aspects: product discovery, product purchase, and product recommendation. The study found that in the product discovery stage, Douyin e-commerce makes full use of its advantages and develops a "discovery e-commerce" that can tap consumers' hidden consumption needs; in the product purchase stage, Douyin e-commerce uses short video and live broadcast for product promotion and sales, which is more attractive to consumers; in the product recommendation stage, consumers can spontaneously share products through the Douyin platform, which gives secondary exposure to products. Finally, the article summarizes the industry-level and social-level problems arising from the development of Douyin e-commerce, the risks of anti-monopoly supervision, data protection and overseas regulatory, and puts forward targeted suggestions.