TITLE:
Self-Media E-Commerce: Marketing and Operation Strategies under the New Economic Model—Based on SWOT Analysis Perspective
AUTHORS:
Jiaxin Xu, Minghui Ma, Yangye Cao
KEYWORDS:
Self-Media E-Commerce, New Economy, SWOT Analysis, Marketing Strategy, Operational Strategy
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.12,
December
24,
2025
ABSTRACT: With the rapid development and popularization of digital technologies such as “Internet Plus,” 5G mobile communications, and big data, self-media e-commerce has emerged as a new economic model deeply integrating content creation with commercial transactions. This model is profoundly reconstructing traditional business logic and consumption scenarios. Based on multi-source academic literature, this paper utilizes theoretical analysis and the SWOT framework to systematically dissect the internal strengths and weaknesses, as well as the external opportunities and threats facing self-media e-commerce in the new era. The study suggests that self-media e-commerce, relying on its strong fan economy effects, low-cost broad reach, and highly interactive shopping experiences, has seized the historical opportunities of technological empowerment and consumption upgrading. However, it also faces severe challenges such as a lack of professional capabilities, uneven product quality, imperfect regulatory systems, and intense homogeneous competition. On this basis, the paper proposes adaptive marketing and operational strategies, aiming to provide theoretical references and practical guidelines for practitioners and researchers, assisting the healthy, sustainable, and high-quality development of this model in the digital economy era.