全域兴趣电商背景下纸媒经营策略研究

Research on Newspaper Business Strategies in the Context of Omni-Channel Interest E-Commerce

摘要: 在全域兴趣电商兴起的时代背景下，纸媒等传统媒体面临着新的挑战与机遇。本文分析了当下纸媒在电商化过程中的经营策略，探讨了纸媒的经营困境，并基于此对纸媒的未来发展提出了建议。研究发现，抖音等电商平台通过优质内容激发用户潜在兴趣，用户在平台深度种草，最终促成交易，而纸媒具有深度内容生产能力的同时也具有一定的品牌公信力，因此，纸媒可以通过优质内容在电商平台打造“可购买阅读场景”等方式，实现电商化运营。但在实践过程中，纸媒存在着电商运营理念缺失等问题。本文通过对纸媒的电商化经营策略进行分析，以期为纸媒的未来发展提供借鉴参考。

Abstract: In the era of omni-channel interest e-commerce, traditional media such as newspapers face new challenges and opportunities. This paper analyzes the current business strategies of newspapers in their e-commerce transformation, explores their operational difficulties, and proposes recommendations for future development. The study finds that platforms like Douyin stimulate users’ potential interests through high-quality content, fostering deep engagement that ultimately drives transactions. Newspapers, with their strong content production capabilities and brand credibility, can create “shoppable reading scenarios” on e-commerce platforms to achieve operational success. However, in practice, newspapers often lack e-commerce operational expertise. By analyzing their e-commerce strategies, this paper aims to provide insights for the future development of newspapers.