电子商务平台中“稀缺性表演”的构成要素与策略逻辑——基于拟剧理论的分析

The Constituent Elements and Strategic Logic of “Scarcity Performance” in E-Commerce Platforms—An Analysis Based on Dramaturgical Theory

摘要: 在数字化时代背景下，“稀缺性表演”成为了电子商务平台重要的营销策略手段。本文基于拟剧理论，深入探究了其构成要素与策略逻辑。“稀缺性表演”作为电商核心营销范式，通过限时、限量、独家供应等手段构建稀缺感知以触发消费者紧迫性购买行为。从构成要素看，表演者(主播与商家)、表演舞台(平台场景)、观众(消费者)等共同构成表演体系；在策略逻辑上，电商平台通过利用消费者恐惧心理、满足社交与自我实现需求，结合大数据驱动的精准推荐及多方协同的剧班策略实现营销目标。研究丰富了拟剧理论在商业领域的应用，为电商平台优化营销策略提供了理论支持与实践指导。

Abstract: In the context of the digital age, “scarcity performance” has become an important marketing strategy for e-commerce platforms. Based on the dramaturgical theory, this paper delves into its constituent elements and strategic logic. As a core marketing paradigm for e-commerce, “scarcity performance” builds a perception of scarcity through means such as time-limited, quantity-limited, and exclusive supply to trigger consumers’ urgent purchasing behavior. From the perspective of constituent elements, the performer (streamers and merchants), the performance stage (platform scenarios), and the audience (consumers) together form the performance system; in terms of strategic logic, e-commerce platforms achieve marketing goals by leveraging consumers’ fear psychology, fulfilling social and self-actualization needs, and combining big data-driven precise recommendations and multi-party collaborative troupe strategies. This research enriches the application of dramaturgical theory in the business field and provides theoretical support and practical guidance for e-commerce platforms to optimize their marketing strategies.