基于7P理论的抖音电商营销策略优化研究

A Study on the Optimisation of Douyin E-Commerce Marketing Strategies Based on the 7P Theory

摘要: 本文基于7P理论视角分析抖音电商的营销现状，并指出其存在货品结构失衡、定价体系混乱、引流渠道单一、促销方式老旧、人员素养参差、服务流程繁琐、视觉展示薄弱等多方面问题。针对上述问题，本文从优化货品结构、规范定价机制、拓展多元引流渠道、创新促销方式、提升团队综合素养、精简服务流程、升级有形展示等角度提出相应的优化建议。研究旨在为抖音电商完善营销体系、增强综合竞争力提供实践参考。

Abstract: This paper analyses the current state of marketing on Douyin E-commerce from the perspective of the 7P theory, identifying a range of issues including an unbalanced product mix, a chaotic pricing system, a reliance on a single traffic acquisition channel, outdated promotional methods, varying levels of staff competence, cumbersome service processes, and weak visual presentation. In response to these issues, this paper proposes corresponding recommendations for optimisation, covering the optimisation of product structure, standardisation of pricing mechanisms, expansion of diverse traffic acquisition channels, innovation in promotional methods, enhancement of the team’s overall competence, streamlining of service processes, and upgrading of visual presentation. The study aims to provide practical guidance for Douyin E-commerce to refine its marketing system and enhance its overall competitiveness.