下沉市场中电商平台的竞争策略与发展潜力研究
Research on the Competitive Strategy and Development Potential of E-Commerce Platforms in the Sinking Market

下沉市场因庞大人口、独特消费特征及基础设施改善，成为电商行业新增长极。在竞争策略层面，电商平台应在产品上契合需求并实现差异化，价格上注重性价比与灵活促销，渠道上融合线上线下并拓展农村服务站，营销上借助社交平台与大数据，服务上提升物流与售后质量。从发展潜力来看，市场规模增长空间大，消费升级趋势明显，政策与环境持续优化。研究表明，下沉市场给电商平台带来机遇与挑战，平台需精准把握市场特性，挖掘潜力，以实现商业与社会价值双赢。本研究对推动我国经济内循环、促进城乡消费均衡发展具有重要意义，为学界和业界后续研究提供参考。
The sinking market has become a new growth pole for the e-commerce industry due to its large population, unique consumption characteristics, and improved infrastructure. On the level of competitive strategy, e-commerce platforms should cater to demand and achieve differentiation in products, focus on cost performance and flexible promotions in pricing, integrate online and channels and expand rural service stations, leverage social platforms and big data in marketing, and improve logistics and after-sales service quality. From the perspective of development potential, there is a large space for market size growth, a clear trend of consumption upgrade, and continuous optimization of policies and environment. Research shows that the sinking market brings opportunities and challenges e-commerce platforms, and the platforms need to accurately grasp market characteristics, tap potential, and achieve a win-win situation between commercial and social values. This research is important for promoting China’s economic domestic circulation and promoting the balanced development of urban and rural consumption, and provides references for subsequent research by the academic and industrial circles.