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Based on environmental needs and technical support, in recent years, B2C e-commerce platform has developed rapidly, and the competition among platforms is increasingly intensified. At the same time, due to the emergence and overlapping application of new information technology, China's consumer market has undergone new changes. Changes in the consumer market make B2C e-commerce platforms face new challenges. Therefore, this paper analyzes the challenges faced by B2C e-commerce platforms in the new consumption environment, and based on the triangle model of marketing strategy, puts forward suggestions on marketing strategies of B2C e-commerce platforms in the new consumption context, hoping to provide ideas for the sustainable development of B2C e-commerce platforms.

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