消费主义视角下的电子商务营销策略分析

Analysis of E-Commerce Marketing Strategies from the Perspective of Consumerism

摘要: 随着全球数字化进程的加速，电子商务已成为当代消费主义的重要载体与推动者。本文旨在从学术角度，深入分析消费主义特征如何深刻影响电子商务的营销策略，进而为电子商务企业提供更为全面、深入的营销策略指导，以在激烈的市场竞争中实现可持续发展，同时促进消费者理性消费与环境保护意识的提升，构建电子商务营销策略的多重样态的新思路。

Abstract: With the acceleration of global digitalization, e-commerce has become an important carrier and promoter of contemporary consumerism. This article aims to analyze from an academic perspective how the characteristics of consumerism profoundly affect the marketing strategies of e-commerce, and provide more comprehensive and in-depth marketing strategy guidance for e-commerce enterprises to achieve sustainable development in fierce market competition, while promoting consumers’ rational consumption and environmental protection awareness, and constructing new ideas for multiple forms of e-commerce marketing strategies.