得物APP基于Z世代消费者的发展策略研究

Research on Development Strategy of Dewu APP Based on Generation Z Consumers

近年来,以国内大循环为主的“双循环”新发展格局给国内消费市场带来了新一轮升级,消费者对消费品质和体验的追求愈发强烈。同时,中国电子商务行业呈现蓬勃发展态势,网购渗透率持续上升,数字信息不断深化,年轻消费力逐渐崛起。基于Z世代消费者的研究,能够使电子商务企业了解和把握Z世代消费群体特点,针对他们的需求进行有针对性的市场布局和发展创新,具有可持续发展意义并符合时代发展潮流。本研究通过分析Z时代群体的消费特点,结合SWOT分析方法,选择电商平台得物APP为研究对象进行全面系统分析。在此分析中,揭示得物APP自身的优势和不足,以及外部市场的威胁和机会,并针对性地提出对策建议,从而形成电商行业可推广路径或同类企业可借鉴经验。

In recent years,the new development pattern of"dual circulation,"with a focus on the domestic large-scale circulation,has brought about a new round of upgrading in the domestic consumer market,leading to an increasingly strong pursuit of consumption quality and experience by consumers.Simultaneously,the Chinese e-commerce industry has shown a vigorous development trend,with the penetration rate of online shopping continuing to rise,and digital information constantly deepening,while the young consumer power is gradually rising.Based on research on the Z generation consumers,electronic commerce enterprises can understand and grasp the characteristics of the Z generation consumer group,and conduct targeted market layout and innovative development to meet their needs,which has sustainable development significance and conforms to the trend of the times.Through the analysis of the consumption characteristics of the Z generation,combined with the SWOT analysis method,the e-commerce platform"Dewu APP"is selected as the research object for a comprehensive and systematic analysis.In this analysis,the advantages and shortcomings of Dewu APP itself,as well as the external market threats and opportunities,are revealed.Targeted countermeasures and suggestions are proposed,thereby forming a replicable path for the e-commerce industry or experiential lessons for similar enterprises.