数字化背景下电商直播带货的营销模式创新

Marketing Model Innovation of E-commerce Live Broadcasting under the Digital Background

电商直播带货带来红利的同时,也催生了一些乱象,营销效果无法与早期相媲美,因此需要基于数字化背景下,研究和分析电商直播带货营销模式的创新方式,推动现有模式转型发展。本文分析了电商直播带货发展现状和成功营销模式后,指出现有营销模式中需要改进的方面,从而得出创新启示,包含拓宽服务边界、分阶段引流、打破营销模式同质化和强化消费者权益保护等。

While e-commerce broadcasting brings dividends, it also gives birth to some chaos, and the marketing effect cannot be comparable to that of the early stage. Therefore, under the digital background, it is necessary to study and analyze the innovative mode of e-commerce live, and promote the transformation and development of the existing mode. After analyzing the current development situation and successful marketing mode of e-commerce live broadcasting,this paper points out the aspects that need to be improved in the existing marketing mode, and thus draws innovative inspiration, including broadening the service boundary, phased increasing fans, breaking the homogeneity of marketing mode and strengthening the protection of consumers’ rights and interests.