用户增长瓶颈背景下电商企业的突破策略研究——基于字节跳动与腾讯对比分析

Breakthrough Strategies for E-Commerce Enterprises amid User Growth Bottlenecks—A Comparative Analysis of ByteDance and Tencent

摘要: 随着互联网人口红利的逐渐消退与市场渗透率的趋近饱和，用户增长瓶颈已成为制约电商企业持续发展的核心挑战。本文系统分析了增长瓶颈的成因，包括市场宏观饱和、流量成本高企与同质化竞争加剧，并基于此构建了包含“向内挖掘”“向外拓展”与“底层革新”三个维度的电商企业策略框架。该框架分别对应提升用户终身价值、开拓新增长曲线以及重构商业模式与产品形态。通过对字节跳动与腾讯两家代表性企业的案例对比分析，验证了该策略模型在不同发展阶段企业中的适用性与有效性。研究结果表明，企业需从依赖用户规模增长的“流量思维”转向深耕用户价值与创新驱动的“价值思维”，以实现可持续发展。

Abstract: As the internet population dividend gradually fades and market penetration approaches saturation, user growth bottlenecks have become the core challenge constraining the sustainable development of e-commerce enterprises. This paper systematically analyzes the causes of these bottlenecks, including macro-market saturation, soaring traffic acquisition costs, and intensifying homogenized competition. Based on this analysis, it constructs a strategic framework for e-commerce enterprises encompassing three dimensions: “internal exploration”, “external expansion” and “fundamental innovation”. This framework corresponds to enhancing customer lifetime value, pioneering new growth trajectories, and restructuring business models and product forms. Through comparative case studies of ByteDance and Tencent, two representative enterprises, the applicability and effectiveness of this strategic model across different developmental stages are validated. Findings indicate that companies must transition from a “traffic mindset” reliant on user scale growth to a “value mindset” focused on deepening customer value and innovation-driven approaches to achieve sustainable development.