电商营销策略研究：基于用户生成内容与社交网络传播的视角

E-Commerce Marketing Strategies Research: Based on User-Generated Content and Social Network Communication

摘要: 数字经济背景下，用户生成内容(UGC)与社交网络传播已成为电商营销变革的核心驱动力。然而，当前UGC营销面临信任赤字与质量滑坡，网络传播陷入碎片化、茧房化及噪音干扰，数据应用存在短板，AI技术滥用滋生新型信任风险，平台与品牌更陷入目标错位、权责失衡的协同失灵困局。本研究构建“内容生成–网络传播–营销转化”整合分析框架，系统剖析四大痛点，并提出四维策略路径：构建UGC全周期质量管理体系；创新跨平台内容策略与算法校准机制；强化数据智能应用，推动技术从风险防控转向价值创造；重构平台–品牌协同治理范式，实现从零和博弈到正和共生的目标对齐与责任共担。研究表明，电商营销须完成从流量思维向信任资产的价值逻辑迁移，以真实内容为基础、智能传播为引擎、数据洞察为支撑、生态共治为保障。本研究为电商企业、平台及政策制定者提供了系统的理论参考与实践路径。

Abstract: In the digital economy context, user-generated content (UGC) and social network communication have become the core drivers of e-commerce marketing transformation. However, UGC marketing currently faces trust deficit and quality deterioration; network communication is trapped in fragmentation, echo chamber effects, and information noise; data application suffers from shortcomings, and AI technology abuse breeds new trust risks; platforms and brands are further trapped in collaborative failure characterized by goal misalignment and imbalanced rights and responsibilities. This study constructs an integrated analytical framework of “content generation - network communication - marketing conversion”, systematically analyzes four major pain points, and proposes a four-dimensional strategic pathway: establishing a full-cycle quality management system for UGC; innovating cross-platform content strategies and algorithm calibration mechanisms; strengthening data-intelligent applications to shift technology from risk prevention to value creation; reconstructing the platform-brand collaborative governance paradigm to achieve goal alignment and responsibility sharing from zero-sum game to positive-sum symbiosis. The research indicates that e-commerce marketing must complete the value logic shift from traffic thinking to trust assets, based on authentic content, powered by intelligent communication, supported by data insights, and safeguarded by ecological co-governance. This study provides systematic theoretical reference and practical pathways for e-commerce enterprises, platforms, and policymakers.