直播电商的互动过程与策略分析  

Analysis of the Interactive Process and Strategies of Live-broadcasting E-commerce

作　　者：王静 计佳仪 包金龙[1] WANG Jing;JI Jiayi;BAO Jinlong(School of Management,Suzhou Vocational University Suzhou,Jiangsu 215104)

机构地区：[1]苏州市职业大学管理学院,江苏苏州215104

出　　处：《中国商论》2023年第2期43-45,共3页China Journal of Commerce

基　　金：江苏省大学生实践创新训练项目“电商平台品牌直播用户黏度影响因素研究”(202111054030Y)。

摘　　要：互动性是直播电商的关键特征,如何进行有效互动是直播商家运营实践中关注的重要问题。基于淘宝、抖音两大直播电商平台排名靠前的品牌商家直播互动过程资料的质性分析,识别出直播电商的六个基本互动过程:直播引流、开播暖场、商品讲解、疑虑消除、下单引导和售后服务;四类基本互动策略:基于交易、说服、内容和关系的互动策略,为直播常态化背景下传统中小企业的数字化转型提供实践思路与方法。Interactivity is the key feature of live-broadcasting e-commerce,and how to conduct eff ective interaction is an important concern in the running of live-streaming merchants.Based on the qualitative analysis of the top-ranked brand merchants’live-streaming interaction process of Taobao and Douyin,six basic interaction processes of live-streaming e-commerce are identifi ed,i.e.increasing traffi c of live-streaming,opening warm-ups,product explanation,doubts elimination,order guidance and after-sales services,and there are four elementary interaction strategies based on transaction,persuasion,content and relationship,which provide practical paths for the digital transformation of traditional small and medium-sized enterprises(SMEs)in the normalization of live-broadcasting.

关 键 词：直播电商 互动过程 互动策略 关系营销 内容营销 

分 类 号：F724.6[经济管理—产业经济]