摘要
在传统电子商务向新零售发展的过渡期,电子商务已趋于饱和,引流成本越来越高,电商发展步入瓶颈,电商迫切需要新的引流工具和变现途径来打破瓶颈与桎梏。直播的出现,赋能传统电子商务,实现直播与电子商务的融合,塑造"线上+线下"虚拟交融的购物直观体验,打破制约传统电子商务发展的瓶颈,但直播电商在发展过程中,出现了一些问题,成为制约直播电商发展的瓶颈,该文致力于探索突破直播电商发展的瓶颈,为直播电商健康发展注入活力。
In the transition period from traditional e-commerce to new retail development,e-commerce has become saturated.The cost of drainage is getting higher and higher,and the development of e-commerce has stepped into a bottleneck.Therefore,E-commerce urgently needs new drainage tools and ways to break the bottleneck and shackles.The appearance of live broadcast empowers traditional e-commerce and achieves the integration of the two,and ensures"online and offline"virtual shopping intuitive experience,which breaks the bottleneck which restricts the development of the traditional electronic commerce.However,in its development process,there have been some problems,which become bottlenecks to its further development.This paper intends to explore ways to break through the shackles and aim for the healthy development of live streaming e-commerce.
作者
魏辉
WEI Hui(Xuzhou Branch of Finance and Economics,Jiangsu Union Technical Institute,Xuzhou Jiangsu Province221000,China)
出处
《中国发展》
2021年第5期14-19,共6页
China Development
关键词
直播
直播电商
电子商务
Live Streaming
Live streaming E-commerce
E-commerce
作者简介
魏辉,教师,讲师,硕士,主要从事市场营销等方面的研究。E-mail:wh158158@163.com
