直播电商赋能企业全链路数字化转型的策略研究  

Research on the Strategies of Live-broadcasting E-commerce Empowering Enterprises’All-link Digital Transformation

作　　者：马骁骁 MA Xiaoxiao(Jiangsu Vocational College of Information Technology Wuxi,Jiangsu 214000)

机构地区：[1]江苏信息职业技术学院,江苏无锡214000

出　　处：《中国商论》2023年第18期63-66,共4页China Journal of Commerce

摘　　要：随着数字电商、内容电商、社交电商的发展,直播作为一种数字化产品和服务,是企业获取用户喜好和数据的重要渠道,如今直播电商已成为宣传品牌形象、促成企业交易、提质增效的重要方式。直播电商通过视频互动技术,以大数据为依托,形成平台化服务、场景化服务和整体化解决方案三大产品矩阵的全链路营销模式。通过直播电商的全链路营销赋能企业拓展营销渠道、创新新零售“人”“货”“场”和“内容”要素的链接,提供适应全行业营销场景的电商营销直播平台,全方位赋能企业进行数字化转型。With the development of digital e-commerce,content e-commerce,and social e-commerce,live-broadcasting,as a digital product and service,is an important channel for enterprises to obtain user preferences and data,and nowadays live-broadcasting e-commerce has become an important way to promote the brand image,facilitate business transactions,and improve quality and efficiency.Live-broadcasting e-commerce through video interactive technology,based on big data,the formation of platform services,scene-based services,and overall solution of the all-link marketing model.Through the all-link live-broadcasting e-commerce marketing to empower enterprises to expand marketing channels,innovate"people","goods","places"and"content"of new retail,live-broadcasting platforms for e-commerce marketing adapted to the marketing scenarios of the whole industry are provided,to help enterprises to fully carry out digital transformation.

关 键 词：直播电商 直播云 全链路营销 降本增效 数字化转型 

分 类 号：F724.6[经济管理—产业经济]