数字经济背景下电商平台营销策略创新路径探究

Exploring Innovative Marketing Strategy Pathways for E-Commerce Platforms in the Context of the Digital Economy

摘要: 传统流量驱动型增长模式面临用户获取成本攀升与转化效率递减的双重压力。本文以2020~2024年中国主流电商平台的运营数据为样本，构建营销投入产出效率的测度模型，揭示了头部平台单客获取成本五年间增长217%、边际转化率显著下降的结构性困境。在此基础上，本文提出数据驱动的精准营销模型与社交裂变协同机制，通过A/B测试与多渠道绩效对比验证了创新路径的有效性。结果表明，融合个性化推荐与社交裂变的复合型策略能够将转化率提升34.6%，获客成本降低28.3%，为电商平台营销策略的系统性升级提供了理论依据与实践参考。

Abstract: The traditional traffic-driven growth model is under dual pressure from rising user acquisition costs and diminishing conversion efficiency. Using operational data from China’s mainstream e-commerce platforms between 2020 and 2024 as the research sample, this paper constructs a measurement model for marketing input-output efficiency, revealing the structural dilemma in which the per-customer acquisition cost of leading platforms grew by 217% over five years while marginal conversion rates declined significantly. On this basis, a data-driven precision marketing model and a social fission collaborative mechanism are proposed, and the effectiveness of these innovative pathways is validated through A/B testing and multi-channel performance comparison. The results indicate that a composite strategy integrating personalized recommendations with social fission can improve conversion rates by 34.6% and reduce customer acquisition costs by 28.3%, thereby providing a theoretical foundation and practical reference for the systematic upgrading of e-commerce platform marketing strategies.