抖音与转转平台“以旧换新”合作策略研究

Research on the “Trade-In” Cooperation Strategy between Douyin and Zhuanzhuan Platforms

摘要: 本研究以抖音与转转平台联合推出的“以旧换新”业务为研究对象，综合运用文献研究法、问卷调查法、深度访谈法、数据对比法与描述性统计分析方法，系统剖析两大平台合作的背景、模式、动机、运营现状与实际效益，重点探究影响用户使用行为与满意度的关键因素。研究结果显示，抖音与转转的跨界合作在流量引入、订单增长、品牌曝光等方面取得明显成效，但仍存在平台协同不足、数据同步滞后、检测标准不统一、估价透明度不足、营销转化效率偏低、用户满意度整体中等偏上但核心维度短板突出等问题，且不同年龄、消费习惯、使用频率的用户群体体验差异显著。基于上述研究结果，本研究从深化跨平台协同、优化服务全流程、统一质检与定价机制、强化内容营销转化、完善用户反馈闭环、拓展服务品类与覆盖范围等角度提出系统化、可落地的优化策略，助力双方提升合作效益、改善用户体验，同时为短视频电商与二手回收平台的跨界合作、循环经济数字化落地提供参考与借鉴。

Abstract: This study takes the jointly launched “trade-in” program between Douyin and Zhuanzhuan platforms as the research object, comprehensively employing literature review, questionnaire survey, in-depth interview, data comparison, and descriptive statistical analysis to systematically examine the background, model, motivation, operational status, and actual benefits of the cooperation between the two platforms, with a focus on exploring the key factors affecting users’ usage behavior and satisfaction. The findings indicate that the cross-sector cooperation between Douyin and Zhuanzhuan has achieved notable results in traffic acquisition, order growth, and brand exposure. However, problems remain, including insufficient platform synergy, lagging data synchronization, inconsistent inspection standards, inadequate valuation transparency, relatively low marketing conversion efficiency, and overall user satisfaction at an above-medium level but with prominent shortcomings in core dimensions. Additionally, significant differences in user experience are observed across groups with varying ages, consumption habits, and usage frequencies. Based on these findings, this study proposes systematic and actionable optimization strategies from the perspectives of deepening cross-platform synergy, optimizing the entire service process, unifying quality inspection and pricing mechanisms, strengthening content-driven marketing conversion, improving user feedback loops, and expanding service categories and coverage. These strategies are intended to help both platforms enhance cooperative benefits and improve user experience, while also providing reference and insights for cross-sector cooperation between short-video e-commerce and second-hand recycling platforms, as well as the digital implementation of the circular economy.