Study On The Operation Mode Of Content E-commerce In The Era Of The Digital Economy

In the era of digital economy,the progress of digital technology has promoted the integration and development of various industries and penetrated into all aspects of people’s daily life,profoundly changing people’s production and consumption.In this context,the content platforms represented by Douyin,Kuaishou and Xiao Hongshu have gradually explored the commercialization model of "content + e-commerce",which has realized the transformation of traffic value and data value,and provided a new idea for traditional e-commerce to break through the development bottleneck.This paper selects case study path,takes Douyin,Kuaishou and Xiaohongshu as research case samples,collects first-hand materials through field investigation and interview,and combines a large number of second-hand materials to conduct in-depth and detailed analysis and interpretation of the business mechanism and communication mode of content e-commerce.This paper builds the main framework around the three main participants of content e-commerce--platform,content provider and user(consumer),and finally core the core theoretical model of content e-commerce operation through Grounded theory.Firstly,from the perspective of content platform,content platform has lowered the threshold of content production and encourage users to participate in content production autonomously and actively by means of technological empowerment.In this process,the platform completes the classification of content producers and content tracks through algorithms,and introduces a manual intervention mechanism to support creators and content tracks with realizable value.At the same time,algorithm innovation has improved the content distribution system,realized personalized and accurate content "delivery",solved the problem of accurate matching between users and content,and also formed their own unique content cultural ecology circle layer.Secondly,from the perspective of content providers,analyzes what kind of strategies the real producers of content use in the process of content production and delivery to actively promote the transformation of "free" content commodities to "charged" sold goods.The research finds that content producers attach great importance to the construction of virtual scenes,and awaken users’ potential consumption demands by placing users in diversified consumption scenes,such as social scenes,commodity scenes,festival scenes,etc.Then through the trust driven,consumption conformity,cultural identity and other multiple emotional marketing strategies,arouse the emotional resonance of users,and guide the interactive participation of users with material incentives.In this process,the combined delivery completes the multiple touch to users to promote the transformation of consumption.Thirdly,from the perspective of users(consumers),analyzes the changes and trends in content consumption and commodity consumption of users in the era of digital economy under the influence of technology.The diversification of the forms of content media carriers leads to structural changes in users’ content consumption,which tends to be visual,fragmented and social.At the same time,the consumption mode and behavior path of users have also changed.From offline to online,from active acquisition to passive feeding,users are more inclined to the consumption mode and consumption scenario that saves time and effort and can meet the diversified consumption needs at one time.Under the influence of technology,consumer desire and demand are infinitely induced and stimulated,gradually breaking away from the shackles of "rationality" and becoming more emotional and symbolic.Finally,summarizes the core theoretical model of content e-commerce operation through the analysis and summary of the previous three chapters.Traditional ecommerce takes commodity as the single driving factor,while content e-commerce takes content and commodity as the "two-wheel driving".By increasing the added value of content,this operation mode uses algorithm technology as the intermediary to realize the accurate matching between users and commodities.The core value of this operation mode lies in the formation of multiple paths and complex ecology for content-goods to reach users,satisfying diversified consumption needs of users.In this mode,with the help of digital technology,the platform plays an implicit leading role,guiding and controlling all elements to serve its commercialization purpose,realizing the secret control over users(consumers)and content producers,and incorporating users’ leisure time into the process of production and reproduction to create surplus value,while seemingly free content creators have to be forced by traffic to give up their own subjectivity under the effect of algorithm technology.