场景传播与渠道变革:广州电商直播业态发展分析

Scene Communication and Channel Reform:An Analysis of the Development of E-commerce Live Broadcasting in Guangzhou

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.