新时代电子商务直播带货的优势与挑战研究
Research on the Advantages and Challenges of E-Commerce Live Streaming with Goods in the New Era

随着网络信息技术的蓬勃兴起，电子商务直播间已深度融入人们的日常购物习惯中，成为不可或缺的消费新渠道。这些直播间不仅赋予消费者直接体验商品特色与优势的独特视角，还通过线上平台的成本优势，提供相较于传统线下更为亲民的价格，从而吸引了庞大的消费群体，涉及的交易金额显著，对推动电子商务行业的繁荣发展起到了举足轻重的作用。然而，鉴于自媒体电子商务作为新兴业态，其发展历程尚短，尚未构建起成熟完备的管理体系和行业标准。这一现状导致领域内存在诸多不规范现象与不足之处，不仅损害了自媒体电子商务的公众形象，也对其长远健康发展构成了挑战。鉴于此，本文旨在深入剖析自媒体电子商务直播带货所展现的显著优势及其面临的主要挑战，旨在为相关企业提供有价值的参考与启示，促进该领域在规范中前行，实现健康、可持续的发展。
With the vigorous rise of network information technology, e-commerce live broadcast rooms have been deeply integrated into people’s daily shopping habits and have become an indispensable new consumption channel. These live broadcast rooms not only give consumers a unique perspective to directly experience the features and advantages of the product, but also provide more affordable prices than traditional offline through the cost advantage of online platforms, thus attracting a large consumer group, involving significant transaction amounts, and playing a pivotal role in promoting the prosperity and development of the e-commerce industry. However, in view of the fact that we-media e-commerce, as an emerging format, has a short development history, and has not yet established a mature and complete management system and industry standards, this situation has led to many irregularities and deficiencies in the field, which not only damages the public image of self-media e-commerce, but also poses a challenge to its long-term and healthy development. In view of this, this article aims to deeply analyze the significant advantages and main challenges of live streaming in self-media e-commerce, aiming to provide valuable reference and enlightenment for relevant enterprises, and promote the field to move forward in the norm and achieve healthy and sustainable development.