电子商务市场中“她经济”提升策略分析

——以抖音直播平台为例

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中图分类号：F724.6 文献标志码：A DOI： 10.13714/j.cnki.1002-3100.2025.12.024

Abstract：Drivenbythewaveof digitalization，theinfluenceoffemaleconsumersonsocial mediaplatformsisincreasingly prominen，especiallintheemergingfieldof Douyinlivebroadcast.TheDouyinlivebroadcast platformshowsgreatpotentialin thefieldof"herecoomy"withitsstrongtraffcadvantages，richproducttypesandconvenientshopping experience."Hereconomy" is graduallybecominganimportantforcetopromoteconsumption growth.Thearticlefocusesonhowtoimprovethe"hereconomy" effectintheDouyinlivebroadcast platformthroughstrategicmethods.Throughin-depthanalysisof thecharacteristicsof Douyin livebroacastandtheconsumptionbehavioroffemaleconsumers，aseriesoftargetedimprovementstrategiesareputforward.It providespractical guidanceandtheoreticalsupportforthedevelopmentof women'seconomicdevelopmentontheDouyinlive broadcast platform.

Key Words： Douyin live; her economy; female users; marketing strategy; promotion strategy

0引言

在信息时代背景下，社交媒体平台的兴起不仅改变了人们的沟通方式，也为经济活动的展开提供了全新的舞台。（剩余5194字）