“虚实共生”时代电商经济路径优化：从流量争夺到价值共创的范式跃迁

Optimizing the Path of E-Commerce Economy in the Era of “Symbiosis between the Virtual and the Real”: A Paradigm Shift from Traffic Competition to Value Co-Creation

摘要: 在“虚实共生”时代下，电商企业传统的流量争夺模式逐渐暴露出流量成本高昂、市场同质化严重和客户粘性低等问题。在如此背景下，电商经济的路又该走向何方成为了一个亟待解决的问题。文章聚焦于“虚实共生”时代下电商经济的路径优化问题，阐述了其发展历程以及发展现状，指出面临着消费群体多元化与行为转变、市场竞争激烈导致品牌建设难、物流配送困境、支付安全与合规风险等挑战。通过分析流量争夺范式和价值共创范式的核心差异，论证了价值共创范式的可行性，进而提出电商经济路径优化策略：构建多方协同的价值共创生态、利用技术赋能价值共创、优化组织与运营模式，旨在帮助电商企业突破瓶颈，实现可持续发展。

Abstract: In the era of “symbiosis of the virtual and the real”, the traditional traffic competition mode of e-commerce enterprises gradually exposed the high cost of traffic, serious homogenization of the market and low customer stickiness, and other issues. In such a background, the road of e-commerce economy and where to go has become an urgent problem to be solved. The article focuses on the optimization of e-commerce economy in the era of “symbiosis of the virtual and the real”, describes its development history and the current situation, and points out that it is facing the challenges of diversification of consumer groups and behavioral changes, fierce competition in the market that leads to difficulties in branding, difficulties in logistics and distribution, and risks in payment security and compliance. By analyzing the core differences between the traffic competition paradigm and the value co-creation paradigm, the feasibility of the value co-creation paradigm is demonstrated, and then the path optimization strategy for e-commerce economy is proposed: constructing a multi-party collaborative value co-creation ecosystem, utilizing technology to empower value co-creation, and optimizing the organization and operation modes, which is aimed at helping e-commerce enterprises break through the bottleneck and achieve sustainable development.