数字劳动视域下“直播 + 电商”的特点及营销模式分析——以抖音商城为例

Analysis of the Characteristics and Marketing Mode of “Live Broadcasting + E-commerce” from the Perspective of Digital Labor—Taking TikTok Mall as an Example

近年来,大数据、人工智能等数字技术逐渐融入经济生活各领域,深刻改变人类娱乐行为的同时也带来新型劳动方式–数字劳动。数字平台借助用户娱乐行为所产生的数据作为生产资料催生“直播带货”新型营销模式的产生及快速发展。相较于传统营销模式,直播具有许多新特点、新优势,文章以世界范围内广受欢迎的“抖音”平台为例,分析数字劳动视角下抖音直播营销的特点及方式,最后在分析抖音直播存在问题的基础上提出平台规范建议。In recent years, big data, artificial intelligence and other digital technologies have gradually integrated into all fields of economic life, profoundly changing human entertainment behavior and also bringing a new mode of labor-digital labor. With the help of the data generated by users’ entertainment behavior of digital platforms as the means of production, the emergence and rapid development of the new marketing mode of “live broadcast with goods” are promoted. Compared with the traditional marketing model, live broadcasting has many new characteristics and new advantages. This article takes the popular “TikTok” platform in the world as an example, analyzes the characteristics and methods of TikTok live broadcasting marketing from the perspective of digital labor, and finally puts forward suggestions on platform specifications on the basis of analyzing the existing problems of TikTok live broadcasting.