电商直播发展现状与对策分析

An Analysis of Current Development of E-commerce Live Broadcast and Relevant Strategies

自2016年开始,电商直播逐渐进入大众视野,成为一种营销的新趋势,国内各个电商平台开始陆续推出相应的直播营销模式。直播与电商的结合不仅使电商行业拥有了巨大的商机,对人们的日常生活也有着不小的影响。本文从电商直播产生的背景入手,分析国内各大电商平台进入直播行业的现状,简要阐述电商直播的意义以及遇到的问题与挑战,并对电商直播的未来进行展望。

Since 2016,e-commerce live broadcast,a new marketing trend,has made its way into public world in China when e-commercial platforms began to introduce various modes of live broadcast. The combination does not only bring forth huge business opportunities to the e-commerce industry but also affects people＇s daily life considerably. The paper made an analysis of current development of e-commercial platforms in the industry of live broadcast after an introduction to the background,and then discussed the significance of the new enterprise including both the problems and the challenges it has encountered and the future of the industry.