UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.06.08.007
Авторы
Wang Shiyuan,
Patrice Lumumba Russian University of Friendship of Peoples
Аннотация
With the explosive development of the short-video industry, Doubting has become an important platform for consumer goods brands to conduct digital marketing. Based on the theory of International Marketing, this paper uses quantitative indicators such as SWOT analysis, CAGR calculation, per capital GMV growth rate, conversion rate, CAC, and ROI to systematically evaluate the current situation and future trends of consumer goods marketing strategies on the Doubting platform from 2022 to 2025. In the literature review section, more than twenty core literates at home and abroad in the past five years on short-video e-commerce, platform algorithms, consumer behavior, international marketing, social responsibility, etc. were sorted out. In the empirical analysis section, through third-party data such as Quest Mobile, Apostate, 36Kr, and economic Society (see Tables 1 and 2), combined with questionnaire surveys and typical cases, an in-depth analysis was conducted on the changes in platform user scale, usage duration, GMV, and order volume. And calculate indicators such as the compound annual growth rate, conversion rate, per ca pita GMV growth rate, and customer acquisition cost; In the section on strategy evaluation and optimization suggestions, six strategic measures are proposed: “All-Domain Interest E-commerce Matrix”, “Graded Traffic Placement”, “Private Domain Community Expansion”, “Membership System and Viral Repurchase”, “Construction of Localized Operation Team”, and “CSR+ Green E-commerce”. The research results can supplement the empirical research in the field of short-video e-commerce for the academic community and also provide operational references for brand enterprises to formulate marketing strategies on the Doubting platform.
Ключевые слова
Doubting Consumer goods marketing “CAGR; SWOT; ROI; Internationalization Private domain traffic
