基于网络营销环境下直播带货商业模式的经济分析  

Economic Analysis of the Business Model of Live Commerce Based on the Network Marketing Environment

作　　者：陈颖 CHEN Ying(School of Statistics,University of International Business and Economics)

机构地区：[1]对外经济贸易大学统计学院

出　　处：《中国商论》2021年第16期18-20,共3页China Journal of Commerce

摘　　要：当前,互联网产业随着社会发展迅速崛起。营销传播作为营销和传播的结合,商业传播是一个企业的行为,直接或间接地试图让顾客了解并购买他们所销售的产品,并对其品牌有所了解。“营销”是企业和品牌的声音。它是公司和消费者之间产生对话的桥梁。随着媒体的日新月异,市场也在日益扩大,在线渠道也在扩大。除此之外,直播购物营销是互联网和营销的结合。由一次网络直播的实时互动引发,为商业交流带来了全方位的主动性,同时也为商品直播提供了更充分的优势和能动性。对企业来说,产品的现场传播既是机遇,也是挑战。在网络广播媒体生态的背景下,如何正确运用商业传播理论尤为重要。At present,the Internet industry is rising rapidly with the development of society.Marketing communication is a combination of marketing and communication,and business communication is the act of a business to directly or indirectly attempt to inform and persuade customers and make customers learn about the products and brands they are selling."Marketing"is the voice of business and brand.It creates a dialogue and bridge between companies and consumers.As the media changes every day,the market and online channels are expanding.In addition,live shopping marketing is a mix of Internet and marketing.Boosted by the real-time interaction of a network broadcast,it brings a full range of initiative for commercial communication and at the same time provides more advantages and motivations for the broadcast of commodities.For enterprises,the on-site product broadcast is both an opportunity and a challenge.Under the background of network broadcasting media ecology,it is particularly important to correctly use commercial communication theory.

关 键 词：大数据 电商企业 财务管理 风险 网络营销环境 直播带货商业模式 经济分析 

分 类 号：F724.6[经济管理—产业经济]