电商直播模式的兴起与未来发展

Rise and Future Development of E-commerce Live Streaming Mode

电商直播具备主体内容的多样性和互动性特点;与传统电商相比,电商直播在顾客阅览商品模式、商家服务模式以及销售互动模式上有很大不同;从“天时”“地利”“人和”三个要素上分析了电商直播兴起的原因;提出了在政府的协调管理下实现行业规范化、提高主播入职门槛与专业素养、加大电商直播的技术升级、参考新零售的模式和理念拓宽电商直播的销售模式等发展途径。

Being diverse in content and interactive in communication,e-commerce live broadcast differs from traditional e-commerce in the mode of customer viewing,business service and sales interaction.The reasons for the rise of e-commerce live broadcasting are analyzed from the three factors of“favorable time”,“favorable place”and“favorable persons”in this paper.The development approaches of constructing industry standardization under the coordination and management of the government,namely,improving the entry threshold and professional quality of anchors,increasing the technical upgrading of e-commerce live broadcasting and broadening the sales mode of e-commerce live broadcasting by referring to the model concept of new retail are put forward accordingly.