直播电商对食品营销模式优化的潜在影响  

The Potential Impact of Live E-commerce on the Optimization of Food Marketing Models

作　　者：温晶媛[1] 李翔 WEN Jingyuan;LI Xiang(Xinjiang Industry Technical College,Urumqi 830021;Xinjiang University of Finance,Urumqi 830012)

机构地区：[1]新疆轻工职业技术学院,乌鲁木齐830021 [2]新疆财经大学,乌鲁木齐830012

出　　处：《食品工业》2021年第7期215-218,共4页The Food Industry

基　　金：国家社科基金年度项目:丝绸之路经济带建设背景下新疆产业结构升级路径研究(19BJL129)。

摘　　要：直播电商为食品企业实现营销模式的优化升级提供无限可能,成为推动食品企业转型升级的重要力量。研究表明,直播电商通过改变食品营销的技术环境、市场环境和消费环境而助力食品企业营销模式升级;直播电商对食品供应链的运转产生积极影响。同时,食品网络直播存在一些问题亟待解决。为此,从主播从业人员、电商平台、食品企业及监管部门等主体角度提出相应政策建议,以保障食品网络直播行业健康发展。Live e-commerce provides unlimited possibilities for food companies to optimize and upgrade their marketing models, and becomes an important force in promoting the transformation and upgrading of food companies. The research shows that live broadcast e-commerce is helping to upgrade the marketing model of food companies by changing the technical environment, market environment and consumption environment of food marketing;Live broadcast e-commerce has had a positive impact on the operation of the food supply chain. At the same time, there are some problems in the food web live broadcast that need to be solved urgently. Corresponding policy recommendations have been put forward from the perspective of anchor practitioners, e-commerce platforms, food companies and regulatory authorities to ensure the healthy development of the food webcast industry.

关 键 词：网络直播 电商 食品 营销 

分 类 号：F724.6[经济管理—产业经济] F274F426.82