服装直播带货模式分析及绿色直播策略

Analysis of Clothing Live Commerce Mode and Green Live Streaming Strategy

基于商业模式理论对服装直播带货模式进行案例研究,从消费者、商家、监管机构3个方面提出促进服装绿色直播建议。研究发现,服装商家通过价值主张、价值创造、价值获取为消费者提供直播带货服务,并已经开始践行绿色直播;直播带货的绿色消费提升空间主要集中在直播销售过程、直播商品属性两方面。建议消费者应从决策过程和商品属性两方面践行绿色消费,商家应参照责任延伸制度促进绿色直播,监管机构应制定完善的服装绿色直播规范。

Based on the business model theory,this paper makes a case study on the live commerce patterns of clothing,and puts forward suggestions to promote the green live streaming of clothing from the three aspects of consumers,businesses and regulators.The research found that clothing merchants provide services of live commerce for consumers through value proposition,value creation and value acquisition,and have begun to practice green live streaming.The promotion space for green consumption of live commerce mainly focuses on the sales process of live commerce and the product attributes of live streaming.It is proposed that consumers should practice green consumption from the two aspects of decision-making process and product attributes,businesses should promote green live streaming with reference to the responsibility extension system,and regulatory agencies should formulate and improve green live broadcasting norms for clothing.