摘要
近年来,网红带货作为一种全新商业模式,展现出了强劲的增长动力。在市场的激烈竞争中,实体企业也通过直播带货寻找到了销售方式转型升级的切入点。但当前流行的网红带货模式并不完全适合于企业发展,如何探索一条真正适合企业的直播带货之路成为企业进一步发展的关键。基于此,本文从网红带货的逻辑及本质入手,对企业传统直播带货模式的传播效果进行评估,针对其现阶段存在的问题提出"企业主网红直播带货"这一新路径,并且围绕其比较优势、可行性要求、商业模式变革等方面进行了创新性分析。企业主直播带货能够为消费者提供更专业的购买服务,赋予企业多方位主动权,而且能够重新调整企业的产销环节,实现人力资源价值最大化,这不仅是企业直播带货的创新之路,更是一次商业模式的创新与变革。
In recent years,as a new business mode,Influencer Marketing has shown strong growth momentum.In a highly competitive market,entity companies have also found an entry point for the transformation and upgrading of their sales methods through Live Commerce.However,the current popular Influencer Marketing mode is not entirely contribute to the development of companies.The key is how to explore a way of Live Commerce that is really suitable for companies.Starting from the logic and essence of Influencer Marketing,it evaluates the dissemination of companies’traditional Live Commerce mode,and in response to its current problems,proposes a new path that is Company-Influencer Live Commerce.In addition,an innovative analysis was conducted to focus on comparative advantages,feasibility requirements,business mode changes,etc.The Company-Influencer Live Commerce can provide consumers with more professional purchasing services,give companies a multi-faceted initiative,and can readjust the production and sales links of the company to maximize the value of human resources.Not only is this an innovative way of Live Commerce for companies,but it is an innovation and transformation of business mode.
出处
《北京文化创意》
2020年第6期10-15,共6页
Beijing Culture Creativity
关键词
企业
网红带货
信任机制
中间人
商业模式
enterprise
Influencer Marketing
trust mechanism
middleman
business mode
作者简介
原平方,北京城市学院国际文化与传播学部教授,硕士研究生导师;李佳倩,北京城市学院国际文化与传播学部2019级MFA研究生
