直播营销背景下的经济效率和公平研究

Research on Economic Effi ciency and Fairness in the Context of Live Broadcast Marketing

经济效率和公平是人类永恒的追求,也是永恒的矛盾,公平与效率的良性互动是社会主义现代化的理性呼唤。2016年以来,我国直播营销呈现爆发式的增长,作为一种具有中国特色的数字经济模式,创造了巨大的商业价值和社会效率。同时,直播技术作为“数商兴农”工程的一环,在乡村振兴、促进就业等方面发挥着重大作用,为社会公平、共同富裕理想的实现提供新的可能性,但目前少有研究对直播背景下的效率和公平问题做出系统化、理论化的讨论。作为回应,本文在梳理直播营销2016年以来的实践发展与研究历程的基础上,详细论述直播营销对经济效率、社会公平的正面效果和负面效果,并结合数字经济时代下市场营销的发展方向及经济学中市场经济和宏观调控之间矛盾的讨论,探讨直播营销的当下问题及未来的发展方向,为相关实践者及研究者提供一定的参考。

Economic effi ciency and fairness are the eternal pursuits as well as eternal contradiction of human beings.The positive interaction between fairness and effi ciency is the rational call of socialist modernization.Since 2016,live broadcast marketing in China has shown an explosive growth.As a digital economy model with Chinese characteristics,it has created huge commercial value and social effi ciency.At the same time,live broadcast technology also plays a major role in the rural revitalization and employment promotion as part of the e-commerce poverty alleviation policy,providing new possibilities for the realization of social equity and the ideal of common prosperity.However,few studies have systematically and theoretically discussed the issues of effi ciency and fairness in the context of live broadcasting.In response,this article discusses the positive and negative effects of live broadcast marketing on economic efficiency and social fairness in detail based on the practical development and research history of live broadcast marketing since 2016.Furthermore,combining with the development direction of marketing in the era of the digital economy,and the discussion of the contradiction between the market economy and macro-control in economics,this article discusses the current problems and future development directions of live broadcast marketing,which will provide relevant practitioners and researchers with a certain reference.