经济全球化背景下电商直播营销的国际竞争力研究  

Study on the International Competitiveness of E-Commerce Live Streaming Marketing Under the Background of Economic Globalization

作　　者：吴世琴 万雨晴 吉健 曹丽霞 WU Shiqin;WAN Yuqing;JI Jian;CAO Lixia(Jinken College of Technology,Nanjing 210000,China)

机构地区：[1]金肯职业技术学院,江苏南京210000

出　　处：《商业观察》2025年第4期90-94,共5页BUSINESS OBSERVATION

摘　　要：电商直播营销以直播平台为载体,通过实时互动、直观展示等方式,将商品信息传递给消费者。在经济全球化背景下,电商直播营销凭借其独特的商业模式迅速崛起,并逐渐成为国际竞争的重要影响因素。文章深入探讨了我国电商直播营销在国际市场中的竞争力,通过分析其面临的挑战与解决方案,提出相应的策略与建议,以促进行业的发展和进步。E-commerce live streaming marketing uses live streaming platforms as carriers,and transmits product information to consumers through real-time interaction,intuitive display,and other methods.In the context of economic globalization,e-commerce live streaming marketing has rapidly risen with its unique business model and gradually become an important influencing factor in international competition.This article aims to explore the competitiveness of e-commerce live streaming marketing in the international market.By analyzing the challenges and solutions of e-commerce live streaming marketing,corresponding strategic suggestions are proposed to promote the development and progress of the industry.

关 键 词：经济全球化 电商直播营销 国际竞争力 策略建议 

分 类 号：F724.6[经济管理—产业经济]