摘要
新冠肺炎疫情发生以来,直播电商释放巨大的消费潜力,助力复工复产,成为传统消费业态和经济转型的重要引擎,也是企业在5G时代生存和发展的必备营销工具。以场景传播和渠道变革为切入点,探讨直播电商产业发展态势和主要动因,并在此基础上针对广州电商直播业发展提出建议。文章认为:直播电商作为场景传播和分销渠道变革的糅合,有着独特的供应链逆向整合的势能。借直播电商之势,推动实体经济全面数字化转型和带动地方经济发展,广州具有得天独厚的优势。但在推动直播电商发展过程中,需要政府的重视和助力,完善产业转型的支持体系。
In the context of COVID-19 prevention and control,e-commerce live broadcasting has played a huge part to unleash consumption potential and help resume production and work,and become an crucial engine for traditional consumption formats and economic transformation,as well as a necessary marketing tool for enterprises to survive and develop in the 5G era.From the perspective of scene communication and channel reform,this paper discusses the development trend and main motivation of e-commerce live broadcasting industry,and on this basis,puts forward suggestions for the development of live broadcasting industry in Guangzhou.The paper holds that as a combination of scene communication and distribution channel reform,e-commerce live broadcasting has a unique potential to integrate supply chain in a reverse manner.With due government support,Guangzhou has the unique advantages to promote digital transformation of the real economy so as to drive the development of local economy.
作者
周懿瑾
张志安
冯嘉欣
Zhou Yijin;Zhang Zhian;Feng Jiaxin
出处
《城市观察》
2020年第5期44-52,共9页
Urban Insight
关键词
广州
直播电商
供应链
数字化转型
Guangzhou
live broadcasting
supply chain
digital transformation