直播带货:后信息时代广告营销的新形式  

Live Broadcast with Goods:A New Form of Advertising Marketing in the Post-information Age

作　　者：王子扬 常皓辰 陆烨杰 WANG Zi-yang;CHANG Hao-chen;LU Ye-jie(Faculty of Humanities and Social Sciences,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学人文社会科学学院,南京210037

出　　处：《经济研究导刊》2022年第9期58-60,共3页Economic Research Guide

基　　金：南京林业大学大学生创新创业项目“后信息时代老品牌的广告形态及营销策略演变模式研究”(2019NFUSPITP0696)。

摘　　要：直播带货凭借着快速发展的互联网媒介技术,以其网红性、价格优势性和即时互动性成为后信息时代独具特色的广告营销形式。在新冠疫情对线下商业的负反馈作用下,线上直播带货越来越受到重视。作为网络电商的迭代形式,直播带货作为一种营销模式也不可避免地陷入销量与价格、品牌与主播以及流量与效果等问题的悖论之中,值得人们反思。Relying on the rapid development of Internet media technology,live streaming has become a unique advertising and marketing form in the post-information age with its internet celebrity,price advantage and instant interaction.Under the negative feedback of the new crown epidemic on offline business,online live streaming has received more and more attention.As an iterative form of online e-commerce,live streaming as a marketing model inevitably falls into the paradox of sales volume and price,brand and anchor,and traffic and effect,which is worthy of reflection.

关 键 词：后信息时代 直播带货 广告营销 

分 类 号：F713.8[经济管理—广告]