新型商业广告模式存在的问题及发展路径分析  

Analysis of the Existing Problems and Development Path of New Commercial Advertising Model

作　　者：杜康 DU Kang(China Jiliang University Hangzhou,Zhejiang 310018)

机构地区：[1]中国计量大学,浙江杭州310018

出　　处：《中国商论》2023年第8期124-126,共3页China Journal of Commerce

基　　金：浙江省教育厅科技计划项目“‘浙江全域数字法院’改革研究”(Y202249411)。

摘　　要：互联网时代,网络购物出现并逐渐成为主流消费模式,目前我国互联网平台的准入门槛相对较低,缺乏对相关经营者的监管,以及对“直播带货”这种新型商业广告形式的规范仍有许多漏洞和不足之处,导致很多不合格的产品得以在网络上销售,同时在资本控制下诱发无节制的消费理念。基于此,本文结合我国的新型商业广告模式,浅析当前存在的问题,以期为商业广告的未来发展提供思路与建议。In the Internet era,online shopping appears and becomes the mainstream consumption mode.Due to the relatively low entry threshold of China’s Internet platforms and the lack of supervision over relevant operators,and there are still many loopholes and deficiencies in the standard of“live broadcasting with goods”,a new form of commercial advertising,which leads to the sale of many unqualified products on the Internet,and at the same time induces unrestrained consumption concept under capital control.Based on this,this paper will combine the new modes of commercial advertising in China,analyze the existing problems,in order to provide countermeasures and suggestions for the future development of commercial advertising.

关 键 词：流量变现 直播带货 商业广告 消费主义文化 网红经济 

分 类 号：F724.6[经济管理—产业经济]