后疫情时期直播带货行业发展现状、问题及对策

The Development Status,Problems and Countermeasures of the Live-streaming Marketing in the Post-pandemic Era

当前直播带货新业态飞速发展,直播以其社会关系强化和情感化人际交互的独特性,通过结合电商平台购物+主动引流的新方式实现疫情期间消费低迷的反转,成为推动经济增速的新业态之一。当前,我国直播电商行业在发展过程中,存在着较为明显的技术和资本对消费行为的深度控制,认可度和公信力的过度消费、关系经济过度倚重以及监管缺位等问题,其对产品销售、售后等环节的不良影响也逐渐显露出来。对此,本文通过对行业现状及存在的行业问题进行分析,针对性地提出诚信体系构建、行业自律及完善法规等应对措施,以促进直播电商行业良性发展。

The current new business of live-streaming marketing is developing rapidly,and live-streaming,with its uniqueness of strengthening social relationship and emotional interpersonal interaction,through the new way of combining shopping on the e-commerce platforms and active attraction to achieve the reversal of the downturn in consumption during the pandemic,becomes one of the new forms to promote economic growth.At present,in terms of China’s live-streaming e-commerce in the development process,there are many problems,such as technology and capital deeply controlling consumers’behavior,over-consuming recognition and credibility,excessive reliance on the relationship economy and the lack of regulation,etc.The adverse impact on product sales,after-sales and other links are gradually revealed.In this regard,through the analysis of the status quo and existing problems of the industry,this article specifi cally comes up with integrity system construction,industry self-regulation and regulation improvement and other countermeasures to promote the benign development of the live-streaming e-commerce.