商务传媒学院知识库

现在我国正经历信息革命时期的飞速发展阶段，互联网作为信息革命早期的产物，很多新兴的技术都通过互联网作为载体去呈现。在信息革命飞速发展的今天，我们亲身经历互联网从新闻门户网站、博客、社交应用平台变化。在2012年之后，直播平台异军突起，然后以极其迅速的方式开始了与网络游戏、秀场表演、等娱乐形式的早期合作，电子商务作为二十世纪在我国开始建立的平台，其与网络直播的融合却比较晚，比起新闻门户网站时期的信息呈现方式和交互体验，以往以文字、图像的信息呈现形式显得有些木讷。网络直播本身具有了超越新闻门户网站的即时反馈和动态信息传递的特点，并且在与其他业态的融合过程中，展现出了极强的适应力，并且进一步激发了业态的巨大活力，它使得传播过程的传受双方具有了更强的即时反馈能力，而借助于实时视频交流的沟通方式，更加贴合人际传播的特点。

电子商务平台与网络直播一经融合，就开始了飞速发展，如今各大电商平台纷纷嵌入网络直播功能。电商直播的营销方式，在根本上改变了传统电商平台的格局建构。如今电商直播行业在高速发展到现在，也面临着种种问题，如何规避电商直播营销中的存在的问题、如何更好地发挥网络直播营销中的内容生产和流量变现的作用，在日益激烈的电商直播竞争中保证自身的良性发展。成为了电商直播行业亟待考虑的问题。

本文立足于电商直播营销，对我国电商直播的应用、发展现状和策略进行分析。

绪论部分分析了学界关于电商直播领域的研究情况。

第二章部分分析了电商直播兴起的背景条件及现状，经过互联网的推广到普及，网络直播技术的兴起和发展，为受众提供了交互性更强的信息沟通方式，电子商务的飞速发展并占有相当的市场比重，另外人民需求的不断升级、社会资本对于网络直播和电子商务的注资，使得电商直播产业在起步时期就得以拥有一个良好的发展环境。

第三章分析了电商直播营销的特点及优势，通过直播过程传递的信息、传播过程的特点并结合电商直播的特殊情境和运营环节的特点。

第四章通过剖析淘宝电商直播营销的具体运营手段，通过分析在流量渠道的运营方式、内容投放方式、直播推广的特点和平台扶持网红主播孵化等的策略和手段，在整体上把握了淘宝直播营销的具体应用场景和整体业态。

第五章通过分析淘宝直播电商的存在的问题，主要涉及平台内容生产、主播专业素养、受众群体心理，通过对具有代表性的电商平台的分析来把握电商直播行业总体的问题。

第六章通过以上的分析和论证，进一步提出解决电商直播营销中的策略。

结语对整体的内容进行了总结，并展望了我国电商直播产业的光明前景，笔者希望学界的研究者可以更多地关注电商直播行业的发展，也希望自己的观点和建议能给后来的研究者一定的启发。

As Now our country is experiencing the rapid development stage of the information revolution. As an early product of the information revolution, the Internet presents many emerging technologies through the Internet. Today, with the rapid development of the information revolution, we personally experience the changes of the Internet from news portals, blogs and social application platforms. After 2012, the live broadcasting platform has sprung up, and then started the early cooperation with online games, show shows, and other forms of entertainment in an extremely rapid way. As a platform established in China in the 20th century, e-commerce has a relatively late integration with online live broadcasting. Compared with the information presentation and interactive experience in the era of news portal, it used to use words and images The information presented in this paper is a bit dull. Webcast itself has the characteristics of instant feedback and dynamic information transmission beyond the news portal, and in the process of integration with other formats, it shows a strong adaptability, and further stimulates the great vitality of the formats. It makes the transmitter and receiver in the communication process have a stronger ability of instant feedback, and with the help of real-time video communication, More in line with the characteristics of interpersonal communication. As soon as the e-commerce platform and webcast are integrated, they begin the rapid development process. Now the major e-commerce platforms have embedded the webcast function. The marketing mode of e-commerce webcast has changed the pattern construction of the traditional e-commerce platform. Nowadays, with the rapid development of e-commerce live broadcasting industry, it also faces various problems, such as how to avoid the existing problems in e-commerce live broadcasting marketing, how to better play the role of content production and flow realization in online live broadcasting marketing, and ensure its benign development in the increasingly fierce competition of e-commerce live broadcasting. It has become an urgent problem for the e-commerce live broadcasting industry.Based on the e-commerce live broadcast marketing, this paper analyzes the application, development status and strategy of e-commerce live broadcast in China.            The introduction part analyzes the research situation in the field of e-commerce live broadcasting.The second chapter analyzes the background conditions and current situation of the rise of e-commerce live broadcasting. Through the popularization of the Internet, the rise and development of network live broadcasting technology provides the audience with more interactive information communication. The rapid development of e-commerce occupies a considerable market share. In addition, the continuous upgrading of people's needs and the attention of social capital to network live broadcasting and e-commerce As a result, the e-commerce live broadcasting industry has a good development environment in its infancy.The third chapter analyzes the characteristics and advantages of e-commerce live broadcast marketing. Through the information transmitted in the live broadcast process, the characteristics of the communication process, and combined with the special situation and the characteristics of the operation link of e-commerce live broadcast, it shows that the live broadcast marketing activities of e-commerce have a strong role in changing the attitude of the live audience, and have the advantages of low cost and high efficiency The overall development situation is good, and will retain a high market share for a long time.            The fourth chapter through the analysis of the specific operation means of Taobao e-commerce live marketing, through the analysis of the traffic channel operation mode, content delivery mode, the characteristics of live promotion and the platform support network red anchor incubation strategy and means, in the overall grasp of the Taobao live marketing specific application scenarios and the overall format.The fifth chapter analyzes the existing problems of Taobao live e-commerce, which mainly involves the production of platform content, professional quality of anchor, audience psychology, and grasps the overall problems of e-commerce live industry through the analysis of representative e-commerce platforms.In the sixth chapter, through the above analysis and demonstration, the strategies to solve the problem of e-commerce live marketing are put forward.The conclusion summarizes the overall content, and looks forward to the bright future of China's e-commerce live broadcasting industry. The author hopes that researchers in the academic circles can pay more attention to the development of e-commerce live broadcasting industry, and also hopes that their views and suggestions can give some inspiration to later researchers.