随着社会化媒体的蓬勃发展，不仅带来了信息传播和沟通方式的变革，各种创新的商业模式不断涌现，同时也伴随着各种问题。本课题以价值主张的视角，研究社会化商务商业模式创新的理论与方法，并以此为基础构建企业进行商业模式创新的决策模型。.本课题拟用系统分析的方法研究社会化商务的构成要素与特征、社会化媒体和企业商务的结合模式；随后以价值主张提出——价值主张实现——价值主张传递为研究主线，首先研究基于社交数据（社会化关系和内容）的社会化顾客社区发现和需求挖掘方法、构建社会化顾客价值度量模型；然后研究社交网络环境中基于社会化交互的价值共创与利益分配机制；最后研究社交网络中信任构建和传递的原理和实现机制。在这些研究基础上，进行社会化商务的关键支持能力分析，研究社会化商务商业模式创新的决策模型、绩效评估以及创新风险分析，在开展社会化商务的环节、深度和演化路径上实现最优决策，指导企业的社会化商务商业模式创新实践。

Driven by social media technology, not only great changes have happened to the way of information dissemination and communication, but also to the business models. Along with the development of social commerce, there are also variety of questions need to be answered. From an value proposition perspective, this project will examine the theories and methods of business model innovations, as the basis of building decision model for enterprises to implement business model innovations in the context of social commerce..In consideration of Chinese context factors and from a systematic perspective, firstly, this project will analyze the elements of social commerce and their characteristics, the models of combination of social media and commerce, and current business models of social commerce. Secondly, in the stage of value proposition design, this project will examine how to discover social customer community and analyze their needs by investigating the data mining methods and techniques of social interaction data (e.g., content and relationships) and measure the value of social customer. Thirdly, in the stage of value proposition realization stage, this project will study how value are co-created by social customer, enterprises and social media and how profits are shared among these co-creators. Forth, in the stage of value proposition delivery, this project will study how enterprises build customer trust by participating in the communication in social network. .Finally, this project will build the decision model of business model innovations based on critical capabilities to support innovations, evaluation system of innovations and risk analysis of innovation. This decision model is expected to guide enterprises to make optimal decisions in terms of the stages, depth and routes to implement business model innovations in the context of social commerce.