地市级主流媒体直播带货创新发展及其路径优化——以毕节市广播电视台为例
Innovative Development and Path Optimization of Mainstream Media Live Streaming Sales at the City Level—A Case Study of Bijie Radio and Television Station

手机移动端与直播技术的结合，让直播带货成为新的电商渠道，为线上销售带来了新的经济增长。随着媒体深度融合的发展，主流媒体纷纷入局直播电商，借助媒体优势赋能直播带货，助力区域经济增长。地市级融媒体中心作为“四级”媒体融合的最后一环，也加入直播电商布局，以求获得“社会 + 经济”的双收益，并在实践中取得了优异成绩。本文聚焦贵州省毕节市广播电视台的直播电商业务，深入探究其直播带货发展现状及路径，总结其发展优势，以期为地市级主流媒体创新发展提供经验意义。
The combination of mobile terminal and live broadcast technology makes live delivery become a new e-commerce channel, which brings new economic growth to online sales. With the development of deep media integration, mainstream media have joined the live broadcast e-commerce, using media advantages to enable live broadcast and help regional economic growth. As the last link of “four-level” media integration, the prefecture-level converged media center also joined the layout of live e-commerce in order to obtain the double benefits of “society + economy”, and achieved excellent results in practice. This paper focuses on the live broadcast e-commerce business of Bijie Radio and Television Station in Guizhou Province, deeply explores the current situation and path of its live broadcast development, and summarizes its development advantages, in order to provide empirical significance for the innovative development of municipal mainstream media.