直播带货中情感共鸣的作用探讨：以“东方甄选”为例
Discussion on the Role of Emotional Resonance in Live Delivery: Taking “East Buy Holding Limited” as an Example

在电子商务快速发展的背景下，直播带货已经成为一种重要的销售模式，在符合国家乡村振兴和双减政策的同时，“东方甄选”通过其知识性赋能独特的直播风格，增加了直播的教育价值和文化深度，触动了观众的情感共鸣，成功地提升了观众的粘性和购买意愿，促成了“知识型主播” + “权威性嘉宾” + “甄选产品”的一体化直播营销模式。文章以“东方甄选”为例，深入分析了情感共鸣在直播带货中的作用，如何通过情感共鸣连接消费者；更进一步地提出如何实施情感共鸣以及可能面对的挑战与应对策略，以求对“东方甄选”直播带货提供一些建设性建议。
In the context of the rapid development of e-commerce, live delivery has become an important sales mode. While in line with the national policy of rural revitalization and double reduction, “East Buy Holding Limited” enhances the educational value and cultural depth of live delivery through its unique live broadcasting style, which is informative, touches the emotional resonance of the audience, and successfully enhances the audience’s stickiness and purchase intention, contributing to the “knowledge anchor” + “authoritative guest” + “selection of products” integrated live marketing model. Taking “East Buy Holding Limited” as an example, the article deeply analyzes the role of emotional resonance in live delivery and how to connect consumers through emotional resonance. Further, it puts forward how to implement emotional resonance and possible challenges and coping strategies, in order to provide some constructive suggestions for “East Buy Holding Limited” live delivery.