抖音直播带货存在问题及对策研究  

Research on Problems and Countermeasures of Tiktok Live Broadcast

作　　者：张小兵 卞思云[1] 吴利 储雨婷 ZHANG Xiao-bing;BIAN Si-yun;WU Li;CHU Yu-ting(Huaiyin Institute of TechnologyBusiness School,Huai'an,Jiangsu 223001;Huaiyin Institute of TechnologyNorth Jiangsu Development Research Institute,Huai'an,Jiangsu 223001)

机构地区：[1]淮阴工学院商学院,江苏淮安223001 [2]淮阴工学院苏北发展研究院,江苏淮安223001

出　　处：《江苏商论》2024年第6期18-22,共5页Jiangsu Commercial Forum

基　　金：国家大学生创新创业训练项目:抖音直播带货存在问题及对策研究(编号202211049007Z);江苏省大学生创新创业训练重点项目:抖音直播带货存在问题及对策研究(编号202211049007Z);苏北发展研究院2022年度一般项目。

摘　　要：随着各大直播平台的陆续兴起、5G的快速发展,直播+电商的营销手段越来越火爆,在疫情大背景下发展起来的“居家经济”,直播带货更是成为各大品牌商创收的重要途径。在直播电商飞速发展的大环境下,抖音平台的直播带货问题应当引起重视,在肯定抖音直播带货快速成长的同时,也需要警惕其中的隐患危机。论文回顾了直播带货发展模式的相关概念及理论基础,在此基础上对其产生的原因进行探究,提出抖音直播带货存在问题的对策和建议。如扩大法律监督范围、多方位了解消费者需求、建立完善选品和售后机制、做好直播运营数据分析、提升职业主播影响力等改进措施。With the rise of various live streaming platforms and the rapid development of 5G,the marketing methods of live streaming+e-commerce are becoming increasingly popular.In the context of the epidemic,the“home economy”has developed,and live streaming sales have become an important way for major brand merchants to generate revenue.In the context of the rapid development of live broadcast e-commerce,the issue of live broadcast cargo on the Tiktok platform should be paid attention to.While affirming the rapid growth of Tiktok live broadcast cargo,we also need to be alert to the hidden danger crisis.The paper reviews the relevant concepts and theoretical basis of the development model of live broadcast with goods,explores its causes on this basis,and puts forward countermeasures and suggestions for the existing problems of Tiktok live broadcast with goods,such as expanding the scope of legal supervision,understanding consumer needs from multiple perspectives,establishing and improving product selection and after-sales mechanisms,doing a good job in live broadcast operation data analysis,and improving the influence of professional anchors.

关 键 词：抖音平台 直播带货 电子商务 商业模式 

分 类 号：F71[经济管理—产业经济]