The Study On Ecological Crisis Of Chinese E-commerce Media Platform And The Corresponding Countermeasures

E-commerce website, as a kind of virtual shopping platform, has developed based on network media technology. Its essence is the consumer relationship which takes the information as the link. Under the framework of the network media ecosystem,the ecological system of China's electronic commerce media platform consists of three parts: the subject factor,the information factor and the environmental factor. Among them, the subject factor is the person who is engaged in information dissemination activities on the electronic commerce media platform, including media platform operators, businesses and consumers; Information factor refers to the form of information and the attribute of information in the electronic commerce media platform. Social environment factors are the external conditions, such as politics, system, technology, and so on.However, due to its special operating properties, the ecological environment of the electronic commerce media platform is complicated. In recent years, the development of China's e-commerce website is very fast. Under the intense market competition environment and the free and open media attribute, there are also a series of problems such as the pollution of visual symbol, the imbalance of information resources and the potential information safety hazards in the electronic commerce media platform, which have fouled audience ecological environment in the media platform, coerced human thoughts, alienated their behaviors, and then helped to create online shopaholics, caused the ecological crisis of the electronic commerce media platform. The subject factor, information factor and environmental factor in the electronic commerce media system, constituted the elements of the formation of the ecological crisis from different angles.The basic research framework of this paper is to raise questions, analyze problems and solve problems. The author takes the rise of the electronic commerce media platform as the background, adopts case study method and depth interview method to discuss the ecological crisis of the electronic commerce media platform, has a depth analysis of the causes of the ecological crisis in electronic commerce media platform, and puts forward the corresponding management strategies from six aspects: purification platform information content, innovative business marketing model, the cultivation of consumer media literacy, the development of laws and regulations, acceleration of the technology development and improvement of the information fair.