摘要
随着互联网和新媒体技术的不断发展,电商营销的主要模式已从传统营销转变成直播带货,形成了一种新型营销模式。从直播带货的背景出发,结合当前传统电商营销,介绍当前直播带货的业态现状,并利用新制度经济学的相关理论分析其成功的原因,根据直播带货模式存在的不足给出相关的政策建议,即做好行业自律管理,规范制度安排,培养创新能力,为网红经济下的直播带货发展提供思路。
With the continuous development of the Internet and new media technology,and the continuous impact of the COVID-19,e-commerce marketing has changed from the traditional mode to the live delivery mode,forming an online Red economy.Starting from the background of live broadcasting with goods,combined with the current traditional e-commerce marketing,this paper introduces the current status of live broadcasting with goods,analyzes the reasons for its success by using the relevant theories of new institutional economics,and finally gives relevant policy suggestions according to the shortcomings of the live broadcasting with goods mode,that is,to do a good job in industry self-discipline management,standardize institutional arrangements,cultivate innovation ability,and provide ideas for the development of live broadcasting with goods under the Internet red economy.
作者
余泽华
Yu Zehua(School of Economics and Management,Anhui Agricultural University,Hefei Anhui 230036)
出处
《对外经贸》
2023年第3期37-39,共3页
FOREIGN ECONOMIC RELATIONS & TRADE
关键词
直播带货
网红经济
制度安排
交易成本
Live Commerce
Web Celebrity Economy
Institutional Arrangements
Transaction Costs
