“直播带货”这一新兴电商模式，刺激了疫情之下中国经济的发展；语言作为一种交流工具，在直播带货过程中发挥着重要作用。本文以李佳琦直播间带货话语为主要研究语料，从语言经济学的视角出发，在经济原则、效用原则、合作原则下对李佳琦直播间话语做出分析，并为直播带货话语的语言选择与运用提出建议，即为创建规范、具有经济效益的“直播带货”模式，其语言应谦逊礼貌，保持新颖性；可设计关键词与粉丝昵称；同时应不断提高语言的质量与特色。
The emerging e-commerce model of “Live-streaming E-commerce” has stimulated the develop-ment of China’s economy under the epidemic situation. As a kind of communication tool, language plays an important role in the process of “Live-streaming E-commerce”. Taking Li Jiaqi’s discourse as the main research data, starting from the perspective of Linguistic Economics, this paper analyzes the language of Li Jiaqi under the principle of least effort, the principle of utility and the cooperative principles. Suggestions are also put forward for the language selection and application of “Live-streaming E-commerce”. In order to create a standard and have economic benefits’ mode of “Live-streaming E-commerce”, first, the language should be courteous, keep novelty; second, we can design keywords and fan nicknames; third, we should constantly improve the quality and characteristics of the language.
