Research On E-Commerce Operation Strategy Of Short Video Platforms

The progress of science and technology makes the Internet develop rapidly.With the continuous popularization of 5G,blockchain and cloud computing,the number of people using the Internet is increasing day by day.People are no longer simply satisfied with text and pictures,but more and more enter the field of short videos.Since the emergence of short video has been welcomed by the majority of users,the sound online shopping market has also accelerated the development of e-commerce in the field of short video.Under the influence of the outbreak of 2020,in the increasingly fierce market environment,short video electrical contractor need to match the large user and content effectively.Thus,the market needs short video platforms with powerful operation ability,which can design different operating strategies according to the features of its advantages,and seek a new direction,so as to gradually form their own profit model.Compared with the traditional e-commerce,there are still many problems with the operation process of short video e-commerce.Therefore,it is very important to summarize the operation strategy of the current head platforms.The specific ideas of this paper are firstly to summarize relevant literatures at home and abroad,sort out relevant researches in the field of short video,and take 5W theory,direct selling theory and customers-goods-platforms theory as the theoretical support of the research.Then,this paper analyzes the current situation of the e-commerce operation of the short video platforms,gaining a more comprehensive understanding of the business and resources of the short video.It also proposes the current common problems,and builds a research model of the operation strategy of the short video e-commerce by referring to the Wei-Zhu model.Secondly,the paper compares the current operation strategies of Douyin and Kuaishou in the short video industry and tries to come to a conclusion from the aspects of product content positioning,key resource capacity,value co-creation system and e-commerce profit model.Finally,specific optimization suggestions are put forward for the e-commerce operation strategy of short video platform.The main conclusions of this paper are as follows:the e-commerce operation of the short video platform should continue to refine product content,strengthen the originality of the content while clarifying the positioning,and enhance the control of the platform;focus more on the improvement of anchors skills in the aspect of key resources,and further optimize algorithm technology.In terms of business system,referring to the models of Douyin and Kuaishou,the support of brand merchants should be strengthened,cooperation with different stakeholders actively carried out and different shopping festival activities held.Building business closed loop and accumulating more strength are also necessary in order to further explore overseas markets.Additionally,this paper makes corresponding suggestions from different perspectives,in hope that the author's research on the operation strategy of short video e-commerce can put forward some research countermeasures in this field.