兴趣电商时代的网络营销转型——以抖音电商为例

The Transformation of Online Marketing in the Era of Interest-Based E-Commerce: A Case Study of Douyin E-Commerce

摘要: 本文以抖音电商为案例，探讨短视频与直播推动下网络营销模式的演变。研究发现，传统依赖搜索与流量驱动的“货架电商”，正逐步向以算法与内容驱动的“兴趣电商”转型。抖音通过短视频与直播的沉浸式体验、个性化推荐与实时互动，构建了“内容–关系–交易”的闭环生态，显著提升了用户转化效率与平台价值。基于AIDA模型与社会影响理论，本文分析了抖音电商在内容驱动、算法推荐及互动营销中的运作机制，并总结其在商家获客、消费者体验及平台收益方面的价值创造。同时，研究也指出其面临产品质量、虚假宣传与合规监管等挑战。本案例不仅为理解新兴电商模式提供了理论补充，也为企业实践与行业治理提供了参考。

Abstract: This paper takes Douyin e-commerce as a case to explore the evolution of online marketing models driven by short videos and live streaming. The study finds that traditional “shelf e-commerce,” which relied on search and traffic acquisition, has gradually shifted toward “interest-based e-commerce” powered by algorithms and content. By offering immersive experiences, personalized recommendations, and real-time interactions, Douyin has established a “content - relationship - transaction” closed-loop ecosystem that significantly enhances user conversion efficiency and platform value. Drawing on the AIDA model and consumer behavior theory, this paper analyzes the operational mechanisms of Douyin e-commerce in content-driven strategies, algorithmic recommendations, and interactive marketing. It further summarizes the value creation for merchants, consumers, and platforms, while also identifying challenges such as product quality, false advertising, and regulatory compliance. This case not only enriches the theoretical understanding of emerging e-commerce models but also provides practical insights for business operations and industry governance.