传播学视阈下的“直播+电商”模式——以聚美优品直播业务为例  

The Mode of “Webcast + E-commerce”in the Perspective of Communication

作　　者：谭羽利 

机构地区：[1]北京印刷学院新闻出版学院,北京102600

出　　处：《北京印刷学院学报》2017年第1期20-26,共7页Journal of Beijing Institute of Graphic Communication

摘　　要：近年来,基于流媒体技术的网络直播平台悄然兴起,过去无门槛的直播已不仅仅是一种表演形式,而是用户取得信息、满足需求、互动娱乐、开展社交的重要途径。泛娱乐泛生活化的"直播+"模式也使得直播进入更多细分垂直行业。直播是一种全新的营销模式,将传统电商的产品导购转型为内容导购,为平台找到新的流量入口。当直播被嵌入聚美优品APP时,聚美直播就被定义为"消费类直播"。故,其首要目的就是流量变现。本文认为,直播作为一种新的传播媒介,带给聚美优品的不仅仅是流量,还有以内容与互动为货架,以人为渠道的全新营销方式。要让用户买单,要靠稳定输出的优质内容,同时还要辅以"双资质"等提高门槛的管理措施。In the recent years, based on the technology of Steaming Media, the webcast platform is gradually rising, the webcast without any threshold in the past is not only a way ofperformance , but an important approach to get information for users , to meet needs , entertainment and social interaction. The general “ Broadcast ＋” makes the webcast enter to a more and more vertical industry field. Webcast is a kind of new marketing model. It is given priority to guide content . It founds the new flow for platform entrance . When the webcast is embedded in the APP of Jumei , the webcast of Jumei is defined as a kind of consuming webcast , This thesis aims to analyze the advantages and disadvantages of this platform , and finally makes a try to put forward the constructive advices. If you want to make users pay , must want content , but also improve the introduction of management measures , such as the a double qualification”.

关 键 词：直播 电商 传播学 聚美优品 

分 类 号：G2[文化科学]