直播带货的模式与效应分析  

Analysis of the mode and effect of live-streaming sales

作　　者：杨兴锐[1] 赵涵 YANG Xing-rui;ZHAO Han(School of Business,Huanggang Normal University,Huanggang 438000,Hubei,China)

机构地区：[1]黄冈师范学院商学院,湖北黄冈438000

出　　处：《湖北农业科学》2022年第15期234-237,共4页Hubei Agricultural Sciences

基　　金：2018年教育部人文社会科学项目(18YJC630226);2019年湖北省软科学项目(2019ADC075)。

摘　　要：以不同主体直播带货的模式为研究对象,探讨了主流媒体、地方官员、明星、网红、素人、企业家和虚拟主播的带货模式及效应,并在此基础上深度分析了“主流媒体+网红”“明星+网红”“真人主播+虚拟主播”联动直播的模式及效应。研究发现,直播带货中存在主播虚假带货、直播内容品位低下、消费者维权困难等问题,并从主播、平台、司法、执法和消费者多个层面提出了应对策略和建议。Taking the modes of live-streaming sales of different subjects as the research object,the goods selling modes and effects of mainstream media,local officials,stars,internet celebrities,amateurs,entrepreneurs and virtual anchors were discussed.And on this basis,the mode and effect of linkage live broadcast of“mainstream media+internet celebrities”“stars+internet celebrities”and“live anchors+virtual anchors”were deeply analyzed.The study found that there were problems in the live streaming sales,such as the false sale of goods by the anchor,the low grade of live broadcast content,and the difficulty of protecting consumers’rights,and countermeasures and suggestions were put forward from the anchor,platform,judicial,law enforcement and consumers.

关 键 词：直播带货 模式与效应 粉丝经济 

分 类 号：F724.6[经济管理—产业经济]