Research on the Competitive Strategy of Cross-border Local Life of Short Video Platforms from the Perspective of Bilateral Market: Based on the Game Analysis of Douyin Group Buying and Meituan

Abstract

In the context of the digitalization of local life services, Douyin relies on its huge user base and high traffic advantages to accelerate the layout of group buying business with low-price strategies and content marketing. This paper discusses the current situation of the market game between Douyin group buying and Meituan by studying the competitive strategy of cross-border local life on short video platforms, and provides a reference for the development of the local life service industry. Among them, it promotes the transformation of the industry from simple traffic competition to value creation, promotes the improvement of service quality and operational efficiency of the entire industry, and helps ps Douyin group buying clarify its own competitive advantages and shortcomings and formulate more reasonable strategies. And think about how to improve business efficiency and achieve sustainable development with traffic advantages. Help merchants understand the characteristics of the platform, choose a more suitable operation platform, and improve operating efficiency. Finally, the problems existing in Douyin group buying are summarized, and by analyzing the problems in the competition, the platform is promoted to improve the regulatory mechanism, promote the transformation of healthy competition in the industry, and protect the rights and interests of consumers and the sustainable development of the industry. It also provides reference suggestions for Douyin's local life group buying marketing strategy and subsequent development.