基于供给基础理论下的“宅经济”商业模式改革创新路径探索——以“直播电商”为例

Exploration on the Reform and Innovation Path of "Housing Economy" Business Model Based on Supply-Based Theory——Take "Live E-commerce" as an Example

信息技术的迅猛发展,促进了电商、微商、网络直播等多种商业模式不断涌现,直播电商这种商业模式更是如火如荼,这种新型的营销业态在刺激消费、缩短供应链、增加就业、加速传统产业数字化、助力乡村振兴战略等方面取得了一定成效,如何加强引导、完善规范、促进电商直播行业良性发展成为值得研究的课题。从经济学、心理学、营销学等方面分析直播电商在刺激消费方面的重要作用,剖析“直播电商”模式的现状、存在的问题,探索“宅经济”发展新路径,使“直播电商”成为刺激消费、扩大内需的积极力量。

The rapid development of information technology has promoted the emergence of various business models such as e-commerce, wechat business and webcast. The business model of live e-commerce is in full swing. This new marketing format has achieved certain results in stimulating consumption, shortening the supply chain, increasing employment, accelerating the digitization of traditional industries and helping the strategy of Rural Revitalization. How to strengthen guidance, improve norms and promote the sound development of e-commerce live broadcasting industry has become a topic worthy of research. This paper analyzes the important role of live e-commerce in stimulating consumption from the aspects of economics, psychology and marketing,analyzes the current situation and existing problems of the "live e-commerce" model, and explores the new development path of "residential economy", so as to make "live e-commerce" a positive force to stimulate consumption and expand domestic demand.