Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms

Yuying Zhang

2025

Abstract

This study focuses on the competitive mechanism between live streaming e-commerce and traditional e-commerce and proposes the theoretical framework of "traffic sharing content empowerment supply chain collaboration" (FCS). Live streaming e-commerce on short video platforms enhances user stickiness through traffic fission and content ecology, while traditional e-commerce ensures a closed transaction loop. Multiple case studies have shown that both parties have formed an ecological synergy through traffic exchange, content co-creation, and supply chain integration, enabling short video platforms to break through the limitations of e-commerce infrastructure and traditional e-commerce to obtain new traffic entry points and jointly build complementary business ecosystems in differentiated competition. Research suggests that the cooperation between traditional e-commerce platforms and live-streaming platforms is an inevitable trend in the development of the e-commerce industry. By applying the 4P marketing theory, deep cooperation can be carried out in product, price, channel, and promotion aspects to achieve complementary advantages, enhance user experience, and promote business growth. In the future, people can further explore cooperation models between the two parties in data sharing, user privacy protection, and content innovation. People can combine new technologies such as VR and AR to enhance user experience and promote sustained innovation and development in the e-commerce industry.

Paper Citation

in Harvard Style

Zhang Y. (2025). Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 61-68. DOI: 10.5220/0013832700004719

in Bibtex Style

@conference{iceml25,
author={Yuying Zhang},
title={Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={61-68},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013832700004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms
SN - 978-989-758-775-7
AU - Zhang Y.
PY - 2025
SP - 61
EP - 68
DO - 10.5220/0013832700004719
PB - SciTePress