跨界电商直播商业模式的创新研究

Research on Business Model Innovation of Cross-border E-commerce Live Broadcast

近年来,随着网络电商行业的兴起,越来越多的人参与到直播活动中,包括主要从事直播行业的主播和社会各界非直播从业者。由社会意见领袖与电商红人合作完成的跨界电商直播在各种直播活动中默契配合,在直播带货的同时,传输观点,完美地完成了多场吸引大众的直播活动,创下了流量新高。关于电商直播,学术界进行了不少研究,但跨界网络直播电商直播是近年来的新产物,因此学界和业界缺乏更深层次和更广泛的讨论,尤其是对跨界电商直播的商业模式缺乏创新性研究。跨界电商直播应从主播场景展演途径、场景内容塑造途径、企业价值完善途径、场景用户联结途径和关系价值创造途径等方面进行创新改革。

In recent years,with the rise of the online e-commerce industry,more and more people participate in live broadcast activities,including anchors mainly engaged in the live broadcast industry and non-live broadcast practitioners from all walks of life.The cross-border e-commerce live broadcast completed by social opinion leaders and e-commerce celebrities cooperated tacitly in the e-commerce live broadcast activities,and the live broadcast brought goods and transmitted opinions at the same time,which perfectly completed a number of eye-catching live broadcast activities,setting a new high in traffi c.There has been a lot of research on e-commerce live broadcasting in academia,but there is not much discussion between academia and the industry regarding the cross-border live streaming that has emerged in recent years,especially for the business model of cross-border e-commerce live broadcasting,which lacks innovation.Research for cross-border live broadcast business,innovation and reform should be carried out in terms of shaping scene content,connecting scene users,creating relationship value and rationally using big data.