基于飞轮效应理论的直播电商价值共创模式探究

Research on value co-creation mode of live e-commerce based on flywheel effect theory

近年来,移动端的发展和直播技术的不断完善促成了直播电商行业的发展与壮大。与此同时,飞轮效应推动行业内多主体逐渐形成商业生态。互联网环境下,直播行业呈现井喷式发展,飞轮效应成为行业发展中不可忽视的重要因素。本文基于飞轮效应视角,构建多主体参与的直播电商价值共创商业生态分析模型,重组商业模块,整合价值网络,建立直播电商行业内的商业生态,以实现多方互惠互利、合作共赢的良性循环。

In recent years,the continuous improvement of mobile terminal and live broadcast technology has contributed to the development and growth of live broadcast e-commerce industry.At the same time,the flywheel effect promotes the formation of business ecology in the industry.Under the Internet env ironment,the live broadcast industry is developing rapidly,and the flywheel effect has become an important factor that can not be ignored in the development of the industry.Based on the perspective of flywheel effect,this paper constructs an analysis model of value co-creation business ecology of live broadcast e-commerce with multi-agent partic ipation,reorganizes business modules,integrates value network,and establishes business ecology in live broadcast e-commerce industry,so as to show a virtuous circle of mutual benefit and win--win cooperation.