网络直播商业模式的转型和趋势分析

Analysis of the Transformation and Trends of Online Live-streaming Business Models

我国直播产业处在快速转型和高速发展阶段,探析直播商业模式的转型对于了解直播行业的商业逻辑、制定商业战略具有重要意义。本文通过梳理直播发展历程,归纳出从“泛娱乐直播”到“电商直播”的关键性转变,从产品性质、主播角色、关键任务、团队协作等方面对两种商业模式进行对比,据此对“电商时代”的直播运营和管理提出相关建议。

China’s live-streaming industry is in the stage of rapid transformation and high-speed development,and it is important to explore the transformation of the live-streaming business model to understand the business logic of the industry and develop business strategies.This paper compares the two business models in terms of product nature,anchor role,key tasks,and teamwork by sorting out the development history of live-streaming and summarizing the key transformation from“pan-entertainment live-streaming”to“e-commerce live-streaming”.In this way,we make suggestions on the operation and management of live-streaming in the era of e-commerce.