直播经济蕴含的流量密码与启示

The Flow Code and EnlightenmentContained of Live Broadcast Economy

随着流量经济与数字经济的蓬勃发展,以“短视频+直播平台”为特征的消费互联网新业态、新模式不断涌现,成为连接不同经济主体的新纽带,直播带货正逐渐成为新一代年轻人的互联网消费的一种新选择。直播平台与直播经济的快速崛起,引发了社会各界对直播带货等网红经济与流量经济的高度关注与深度思考。文章首先介绍了移动互联网时代注意力经济、直播经济、流量经济等新业态与新模式;其次,对直播经济背后折射的流量经济原理进行了探讨;最后,提出了加强对流量经济的双向监管、推动流量经济健康发展的若干建议。

With the vigorous development of the flow economy and the digital economy,new formats and models of consumer Internet characterized by“short video+live broadcast platform”are emerging,becoming a new link connecting different economic entities,and selling goods through live broadcast is gradually becoming a new choice for the Internet consumption of a new generation of young people.The rapid rise of live broadcasting platforms and live broadcasting economy has aroused great attention and in depth thinking from all walks of life about the Internet celebrity economy and flow economy such as live broadcasting.This paper firstly introduces new business formats and models in the mobile Internet era,such as attention economy,live broadcast economy,and flow economy.Secondly,the flow economy principle refracted behind the live broadcast economy is discussed.Finally,some suggestions are put forward to strengthen the two way supervision of the flow economy and promote the healthy development of the flow economy.