Research on E-commerce Marketing Model Innovation in the Context of the Integrated Development of Short Videos and Live Streaming

Abstract

Deeply integration of short videos and live streaming has altered the fundamental logic of e-commerce marketing. But there are still no comprehensive studies on its integration effect, especially missing the theoretical construction about the direction of marketing model innovation based upon the linkage between media evolution and value creation. According to the theoretical perspective of media convergence, we analyzed it according to the progression thread of "evolutionary logic—mechanism change—model innovation", and find out that as the integrated business format evolved from external combination to endogenous synergy, not only did the pattern of attention allocation and mechanism of traffic retention get reorganized but also caused the structural shift of underlying logic of e-commerce marketing from search orientation to content orientation. Then we clarified how content assets convert into marketing capital, what is the logic of trust generation in relational networks and the compression effect of interactive feedback on consumer decision-making. Finally, we constructed a framework for marketing model innovation through three aspects including progressive organization of content, bidirectional value co-creation and dynamic adjustment of effectiveness. Our study found that the model innovation driven by convergence is basically the result of the synergistic effect of media evolution and value change with the core orientation lying in the following: the rhythm synergy between content and conversion; the balance between one-way transmission and bidirectional co-creation; and the reconciliation between short-term efficiency and long-term assets.