网红经济背景下的直播电商模式研究  

Research on the Mode of Live Broadcast E-commerce under the Economic Background of Online Celebrity

作　　者：常青[1] CHANG Qing(Harbin Vocational College of Science and Technology Harbin,Heilongjiang 150300)

机构地区：[1]哈尔滨科学技术职业学院,黑龙江哈尔滨150300

出　　处：《中国商论》2023年第1期27-29,共3页China Journal of Commerce

基　　金：黑龙江省职业教育学会“十四五”科学规划课题“高职商科职业技能等级证书对接员职业标准和教学标准机制研究”(HZJG2021036)。

摘　　要：随着网络的发展,网红成为社交媒体的焦点和流量话题,在各类社交媒体软件上,通过语音、歌曲、视频,以及直播等方式快速吸引人气,网红逐渐成为各垂直领域的热门KOL,网红商业化也逐渐步入正轨,并形成完整的产业链,网红经济催动了产品供应的变革。5G时代来临,直播电商规模逐渐增大,2022年中国在线直播用户规模达到6.6亿,2023年预测中国直播电商市场规模为16594亿元。如何使网红直播电商商业化的过程顺利进行,如何让整个直播电商生态链进入良性循环,探索网红直播带货的商业逻辑,对直播电商模式的特点和发展进行梳理,分析其优化方向,以供参考。With the development of the network,online celebrity has become the focus and popular topic of social media.On all kinds of social media software,it attracts people rapidly through voice,song,video,and live broadcast.Online celebrity has become the hot KOL in all vertical fields,and its commercialization has gradually entered the right track,forming a complete industrial chain.The online celebrity economy has driven the change of product supply.With the advent of the 5G era,the scale of live broadcast e-commerce will gradually increase.In 2022,the scale of China’s online live broadcast users will reach 660 million.It is predicted that the market size of China’s live broadcast e-commerce will be 1659.4 billion yuan in 2023.How to make the process of commercialization of online celebrity live broadcast e-commerce go smoothly?how to make the entire ecological chain of online celebrity live broadcast e-commerce enter a positive circle?This paper explores the business logic of online celebrity live broadcast with goods,sorts out the characteristics and development of live broadcast e-commerce model,and analyzes its optimization direction for reference.

关 键 词：网红经济 媒体 直播电商 互动 营销模式 

分 类 号：F724.6[经济管理—产业经济]