融媒时代电商晚会路径探析

Analysis on Path of E-commerce Party in the Age of Integrated Media Era

融媒时代背景下,电视媒体与网络平台作为两种媒体正在实现融合。电视与网络分别作为传统传媒与新型传媒的代表,在过去很长一段时间内存在绝对的隔绝状态。而在互联网背景下,电商应运而生,电商除了可以提供琳琅满目的商品外,还存在着更多丰富多彩的内容。受到电商的强势冲击,电视日渐处于下风,看似合情合理的现象实质上是一种资源的浪费。为了整合资源避免浪费,电商晚会应运而生,即电视与电商的完美融合形成的产物。电商晚会实现了线上和线下的有效互动,进一步发挥了电视与电商的平台与资源与优势。电商晚会同时兼顾了品牌露出与“媒体+商业”的有机融合,实现创意带货。

In the background of integrated media age,TV platform and network platform are being integrated.As the representative of traditional and new media,TV and network are been separated for a long time.However,in the internet era,e-commerce is born at the right moment.It can not only provide various products,but also provide many colorful content.Under the impact of e-commerce,TV is gradually losing ground,which is a waste of resources.In order to avoid wasting resources,e-commerce party cames into being.It is the product of perfect fusion of TV and e-commerce.It realizes the effective interaction between online and offline,and furtherly exploits the platform and resource advantages of TV and e-commerce.E-commerce party gives consideration to both brand and“media+commerce”,and realizes the creative selling goods.