%0 Journal Article
%T 电商直播营销发展现状及策略研究<br>Research on the Development Status and Strategy of E-Commerce Live Marketing
%A 李心
%J E-Commerce Letters
%P 4818-4823
%@ 2168-5851
%D 2024
%I Hans Publishing
%R 10.12677/ecl.2024.133591
%X 在新媒体环境下，人们的购物方式也发生了极大的改变，许多人都从传统的实体购物转向网络购物，电商直播带货营销应运而生。这是一种新兴的营销方式，依托在线直播平台，让消费者可以实时与主播进行互动，更清晰地了解产品。但这种新兴的销售方式也出现了许多的问题，如产品质量无法得到保障、主播素质参差不齐、消费者售后权益难以得到保障等等。针对这些问题，需要社会各界共同努力，加强电商直播市场监管，规范市场秩序，才能促进电商直播营销行业健康发展。正是在这样的背景下，本文首先概述了电商直播营销的发展现状，再深入剖析电商直播营销发展过程中出现的问题及其根源，最后针对这些问题提出相应的解决措施，旨在为电商直播营销的发展提供一定的理论与实践参考。<br />
In the new media environment, people’s way of shopping has also undergone great changes, many people have shifted from traditional physical shopping to online shopping, and e-commerce live shopping came into being. This is an emerging marketing method, relying on online live broadcasting platform, so that consumers can interact with the anchor in real time, and more clearly understand the product. However, this emerging sales method also has many problems, such as product quality can not be guaranteed, the quality of anchors is not uniform, and consumers’ after-sales rights and interests are difficult to protect. In response to these problems, it is necessary for all sectors of society to work together to strengthen the supervision of the e-commerce live broadcast market and standardize the market order in order to promote the healthy development of the e-commerce live broadcast marketing industry. It is in this context that this paper first outlines the development status of e-commerce live marketing, then deeply analyzes the problems and their root causes in the development process of e-commerce live marketing, and finally proposes corresponding solutions to these problems, aiming at providing certain theoretical and practical references for the development of e-commerce live marketing.
%K 电商直播营销&#65292
%K 发展现状&#65292
%K 问题&#65292
%K 发展策略<br>E-Commerce Live Marketing
%K Development Status
%K A Question
%K Development Strategy
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=92912