短视频赋能电商发展的动力机制、现实挑战与优化路径研究

Research on the Driving Mechanisms, Real-World Challenges, and Optimization Pathways of Short Video-Empowered E-Commerce Development

摘要: 短视频作为一种颠覆性的数字媒介，正深度赋能电商发展，重塑其商业生态。其赋能的动力机制主要体现在三个层面：一是以算法推荐为核心的精准匹配机制；二是以内容场景为载体的消费唤醒机制；三是以主播和社群为纽带的关系沉淀机制。然而，高速发展背后亦潜藏严峻挑战，表现为品控失范与内容同质化、信任透支与数据造假、平台垄断与生态协同短板等多重困境。基于此，构建系统优化路径十分有必要，需从强化内容治理与品控体系、构建透明化信任机制与监管框架、推动平台责任共担与产业生态协同三个维度出发，充分释放其赋能电商发展的巨大潜力。

Abstract: As a disruptive digital medium, short videos are profoundly empowering the development of e-commerce and reshaping its business ecosystem. The driving mechanisms of this empowerment primarily manifest in three aspects: first, the precision matching mechanism centered on algorithm recommendations; second, the consumption awakening mechanism embedded in content scenarios; and third, the relationship consolidation mechanism anchored by hosts and communities. However, behind the rapid development lie severe challenges, characterized by multiple dilemmas including lax quality control and content homogenization, trust erosion and data fraud, as well as platform monopolies and ecosystem collaboration deficiencies. Therefore, it is essential to construct systematic optimization pathways from three dimensions: strengthening content governance and quality control systems, establishing transparent trust mechanisms and regulatory frameworks, and promoting shared platform responsibilities and industrial ecosystem synergy, thereby fully unleashing its immense potential to empower e-commerce development.