网络平台经营的多元化趋势对传统电商经营模式的冲击以及应对策略研究

A Study on the Impact of Diversification Trends in Online Platform Operations on Traditional E-Commerce Business Models and Corresponding Strategies

摘要: 当今，伴随着互联网经济的快速发展，各种网络平台包括短视频平台，外卖平台和社交平台都尝试开展扩充自身的经营领域，外卖平台进军全商品零售，社交平台嵌入电商，短视频平台布局跨境电商等等，这些经营方式都不同程度冲击了传统的电商经营方式，蚕食了传统的电商平台的市场。传统的电商面对不同网络平台的也不断尝试调整自身的经营方式，力图在互联网大潮中找到自身的生态位，当前我国的电商平台在营销中依然存在品牌竞争，极度内卷化，产品同质化和补贴困境等问题，通过重视科学技术的推广和应用、统一监管，网络平台的差异化经营等路径，助力互联网经济发展。

Abstract: In today’s rapidly developing internet economy, various online platforms—including short-video platforms, food delivery services, and social media—are diversifying their operational scope. Food delivery platforms are expanding into general retail, social media platforms are integrating e-commerce functions, and short-video platforms are venturing into cross-border e-commerce. These diversified business approaches have disrupted traditional e-commerce models to varying degrees, eroding the market share of conventional e-commerce platforms. In response, traditional e-commerce platforms are continuously adapting their strategies to secure their niche in this evolving landscape. Nevertheless, China’s e-commerce sector still grapples with challenges such as intense brand competition, market involution, product homogenization, and subsidy-driven dilemmas. To foster sustainable growth in the internet economy, it is imperative to prioritize the adoption of advanced technologies, implement unified regulatory oversight, and encourage differentiated operational strategies among online platforms.