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论文编号：	15924
作者编号：	2320233812
上传时间：	2025/12/14 16:12:00
中文题目：	AIGC赋能下中小实体商家抖音平台内容经 营研究
英文题目：	Research on the Content Operation of Small and Medium-sized Physical Merchants on Douyin Empowered by AIGC
指导老师：	张国萍
中文关键字：	抖音；中小商家；本地生活；AIGC；内容经营
英文关键字：	Douyin; mallandmedium-sizedmerchants; socallife; AIGC; Content management
中文摘要：	近年来，抖音生活服务业务发展迅猛，截至2024年底，其经营门店达610万个，订单量同比增长69%，成为继美团之后的第二大本地生活消费阵地，两平台在产品形态、经营逻辑上存在本纸差异，美团以货架经营为核心，通过“需求”驱动搜索流量和履约体系建立护城河，抖音以内容场经营为核心，以“兴趣”驱动推荐流量和内容种草。新平台下新模式的崛起为诸多生活服务商家带来新机遇。 在平台繁荣、机遇增多的情况下，实体商家却面临严峻的经营困境，以餐饮行业为例，2025年上半年，中国餐饮市场规模达2.85万亿元，同比微增4.1%。但却有161万家餐饮店的黯然退场，相当于每天有超8800家门店关闭、每分钟6家餐饮老板告别赛场。快餐、小吃等大众品类成为闭店重灾区。市场呈现明显分化：连锁品牌凭借规模优势与供应链能力逆势扩张，而中小商户则深陷成本高企、竞争加剧与政策约束的多重压力，生存空间持续萎缩。在此背景下，中小商家如何借助新模式与新平台突破经营瓶颈，成为亟待解决的现实问题。 与此同时，随着人工智能技术的发展，AIGC（人工智能生成内容）技术在社交媒体营销中的应用日益广泛，生活服务商家可以低成本、高效率的利用AI能力进行内容场经营。 本研究围绕传统生活服务平台（美团）与新兴内容平台（抖音）的差异展开，分析中小商家内容经营现状与困境，重点探讨中小商家在经营能力薄弱、资金有限且闭店风险高的背景下，如何依托内容场实现流量突围，最终从平台支持与商家自主经营双视角，结合AI技术应用提出低成本内容场引流获客的解决方案，为生活服务中小商家的可持续发展提供理论参考与实践指引。
英文摘要：	In recent years, Tiktok's life service business has developed rapidly. By the end of 2024, it had 6.1 million stores, with a year-on-year increase of 69% in the number of orders, becoming the second largest domestic consumption position after Meituan. There are differences in product form and business logic between the two platforms. Meituan takes "trading ground" as the core, and establishes a moat through "demand" driven search flow and performance system. Tiktok takes "content field" as the core, and "interest" as the driving force for recommendation flow and content grass planting. The rise of new models on new platforms has brought new opportunities for many life service merchants. In the context of platform prosperity and increasing opportunities, physical businesses are facing severe business difficulties. Taking the catering industry as an example, in the first half of 2025, the scale of China's catering market will reach 2.85 trillion yuan, a slight increase of 4.1% year-on-year. But 1.61 million restaurants have sadly left, equivalent to over 8800 stores closing every day and 6 restaurant owners bidding farewell to the competition every minute. Fast food, snacks and other popular products have become the "hardest hit areas". The market shows obvious differentiation: chain brands expand against the trend with their scale advantages and supply chain capabilities, while small and medium-sized merchants are trapped in multiple pressures of high costs, intensified competition, and policy constraints, resulting in a continuous decline in their survival space. In this context, how small and medium-sized businesses can use new models and platforms to break through business bottlenecks has become an urgent practical problem that needs to be solved. At the same time, with the development of artificial intelligence technology, the application of AIGC (Artificial Intelligence Generated Content) technology in social media marketing is becoming increasingly widespread. Life service providers can use AI capabilities to operate content venues at low cost and high efficiency. Focusing on the differences between the traditional life service platform (Meituan) and the emerging content platform (Tiktok), this study analyzes the current situation and difficulties of content management of small and medium-sized businesses, and focuses on how small and medium-sized businesses rely on the content field to achieve traffic breakthrough under the background of weak business ability, limited funds, and high risk of closing stores. Finally, from the perspective of platform support and independent business operation of businesses, it proposes a solution of low-cost content field to attract customers in combination with AI technology application, so as to provide theoretical reference and practical guidance for the sustainable development of small and medium-sized businesses in life services.
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