网络直播电商模式发展策略分析

Analysis on the Development Strategy of Webcast e commerce Mode

影响全球经济发展的新冠肺炎疫情,在重新塑造人民消费习惯和生活方式的同时,对企业运营模式和实体经济发展提出了挑战,并为经济转型提供了新契机。直播电商是移动媒体经济下的一种新购物形式,企业家在交易商平台、内容平台或社交媒体平台_上实况直播,并通过互联网、明星或企业内部成员推销产品,使观众能够直接完成交易。电商直播在新冠肺炎疫情期间迅速发展,却因复工复产受到冲击。本文通过文献分析,对常态化疫情期间网络直播电商的现状进行分析,并探讨其发展优势及瓶颈,对网络直播电商存在的主播专业性低、虛假宣传和数据造假、电商直播内容同质化等问题,本研究提出直播模式发展策略,包含固定主播个性特征、深耕网络直播电商创意、品牌设立专属直播间、有效执行规章制度,建立信任机制等,为产业的健康发展提供一定的理论借鉴。

The COVID-19 epidemic,which affects global economic development,not only reshapes people's consumption habits and lifestyles,but also challenges the enterprise model and the real economy,and provides new opportunities and windows for improving economic transformation.Live e-commerce is a new form of shopping in the mobile media economy.In this case,entrepreneurs live on the dealer platform,content platform or social media platform,and promote products through the Internet,stars or internal members of the enterprise,so that the audience can directly complete the transaction.Online live streaming,which has grown rapidly during the COVID-19 pandemic,has been hit by the resumption of work and production.In this paper,through literature analysis,the current situation of online live broadcast e-commerce during the normal epidemic was analyzed,and its development advantages and bottlenecks were discussed.For the problems existing in online live broadcast e-commerce,such as low professionalism of anchors,false publicity and data falsification,and the homogeneity of online live broadcast content,this study puts forward the development strategy of live broadcast mode.It includes personality characteristics of fixed anchors,in-depth cultivation of e-commerce creativity of network live broadcasting,establishment of exclusive broadcast rooms by brands,effective implementation of rules and regulations,establishment of trust mechanism,etc.,which provides certain theoretical reference for the healthy development of the industry.