电商平台下短视频市场拓展策略研究

Research on Short Video Market Expansion Strategy under E-Commerce Platform

摘要: 随着电子商务和短视频产业的快速发展，电商平台与短视频市场的结合已成为推动市场拓展和提升用户体验的重要途径。但电商平台下短视频行业市场营销存在着诸如用户增长红利加速消退、行业存量竞争加剧、短视频平台商品价格优势减弱、电商购物链条不够完善、现金与流量补贴对原创博主具有局限性等挑战。本文旨在研究电商平台下短视频市场拓展的策略，通过系统分析电商平台与短视频市场的结合现状、现有挑战，提出有效的发展路径和市场拓展策略，助力电商平台能够充分利用短视频的优势，提升市场覆盖范围和用户粘性，为我国电商和短视频行业的持续发展注入新动力。

Abstract: With the rapid development of e-commerce and short video industry, the combination of e-commerce platform and short video market has become an important way to promote market expansion and improve user experience. However, the marketing of short video industry under e-commerce platform has challenges, such as accelerated fading of user growth dividend, intensified competition in the industry’s stock, weakening of the commodity price advantage of short video platforms, insufficiently perfect e-commerce shopping chain, and limitations of cash and traffic subsidies for original bloggers. The purpose of this paper is to study the strategy of short video market expansion under e-commerce platform, through systematic analysis of the current situation of the combination of e-commerce platform and short video market, existing challenges, and put forward effective development paths and market expansion strategies to help e-commerce platforms to make full use of the advantages of short video, improve market coverage and user stickiness, and inject new momentum into the sustainable development of China’s e-commerce and short video industry.