Analysis of the Competitive Strategies of UGC Model Platforms Under the Electronic Commerce Marketing Boom: Taking Dianping as an Example

Linxi Li

2025

Abstract

With the development of the internet, a large number of marketing platforms have flooded into market. There are various advertisements that appear on various platforms. Therefore, the consumption experience and consumers’ reviews are varies greatly and it affects other consumers’ judgement. Nowadays, lots of consumers search information about true and highly reliable user reviews because they hope convenience, high quality and inexpensive goods. They need goods which are high performance-price ratio. Based on this, the subject of this paper is that taking Dianping as an example to analyze the competitive strategies of UGC model platforms under the electronic commerce marketing boom. First of all, this paper researched the growth progress of Dianping Company and the service group. Secondly, this paper researched the competitiveness of Dianping and the competitiveness advantages of Dianping, which adopts the UGC model, compared with its competitors. Finally, this paper researched the network effect related to UGC of Dianping and the innovative strategy of Dianping base on AI. The purpose of this paper is to provide better user reviews for consumers and to promote rational consumption among consumers by promoting the optimization and upgrading of the UGC model platform.

Paper Citation

in Harvard Style

Li L. (2025). Analysis of the Competitive Strategies of UGC Model Platforms Under the Electronic Commerce Marketing Boom: Taking Dianping as an Example. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 533-537. DOI: 10.5220/0013848900004719

in Bibtex Style

@conference{iceml25,
author={Linxi Li},
title={Analysis of the Competitive Strategies of UGC Model Platforms Under the Electronic Commerce Marketing Boom: Taking Dianping as an Example},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={533-537},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013848900004719},
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 - Analysis of the Competitive Strategies of UGC Model Platforms Under the Electronic Commerce Marketing Boom: Taking Dianping as an Example
SN - 978-989-758-775-7
AU - Li L.
PY - 2025
SP - 533
EP - 537
DO - 10.5220/0013848900004719
PB - SciTePress