摘要互联网技术的快速发展和进步，让电商逐渐改变了人们的消费习惯与购物方式，“电商+直播”模式造就的电商直播适时弥补了电商平台对商品营销的不足，电商直播有着传统电商无法比拟的优势，让商品的相关信息变得更加立体直观，提高流量变现百分比，开拓了新的经济增长点。电商直播营销模式的兴起，以淘宝直播平台为例，如何更好的发挥电商直播营销的优势，规避电商直播种存在的问题，是通过电商直播来进行内容营销的电商企业亟需考虑的问题。本文概述了电商+直播营销模式，对电商+直播平台兴起原因，以淘宝直播平台为例阐述淘宝直播平台的现状，淘宝直播营销的特点，对淘宝直播营销模式存在问题提出发展策略。本文立足于电商+直播营销这个主题，分四个章节对其发展现状及对策进行了探究。全文由四个部分组成：第一部分简述选题背景及意义及对参考的文献进行概述。第二部分，是从互联网技术的进步和发展，国家政策鼓励电商创新发展，直播行业带来巨大商机这些电商直播兴起的原因进行分析，并以淘宝直播平台为例，平台用户基数庞大，流量优势明显，平台门槛低，内容监管有限，用户消费习惯养成，受众用户逐渐增多阐述淘宝直播平台的现状。第三部分，就淘宝直播营销存在的直播内容同质化，用户粘性不足，优秀主播匮乏，直播偏向一次性售卖弱化店铺存在感的问题进行分析。第四部分，对淘宝直播营销的发展提出优化直播内容带动转化率，创新平台直播间互动方式，培养优秀的主播，平台要加强自身及外部的监管的建议。结尾部分对全文进行了概括性的总结。关键词：电商直播淘宝直播网络直播平台IABSTRACTTherapiddevelopmentandprogressofInternettechnology,sothate-commercegraduallychangedpeople'sconsumptionhabitsandshoppingpatterns,"e-commerce+live"modelcreatedbythee-commercelivebroadcasttomakeupfortheinadequacyofe-commerceplatformforcommoditymarketing,e-commercelivehastheadvantagesoftraditionale-commerceincomparable,sothattherelevantinformationaboutcommoditiesbecomemorethree-dimensionalandintuitive,improvethepercentageoftrafficrealization,openupneweconomicgrowthpoints.Theriseofe-commercelivemarketingmodel,Taobaoliveplatformasexample,howtobetterplaytheadvantagesofe-commercelivemarketing,toavoidtheproblemsofe-commercelivebroadcast,isthroughe-commercelivetocarryoutcontentmarketingofe-commerceenterprisesneedtoconsidertheissue.Thisarticleoutlinesthee-commerce+livemarketingmodel,thereasonsfortheriseofe-commerce+liveplatform,thecurrentstatusofTaobaoliveplatform,thecharacteristicsofTaobaolivemarketing,andthedevelopmentstrategyfortheproblemsofTaobaolivemarketingmodel,usingTaobaoliveplatformasanexample.Thisarticleisbasedonthethemeofe-commerce+livemarketing,infourchaptersonitsdevelopmentstatusandcountermeasurestoexplore.Thefulltextconsistsoffourparts:thefirstpartbrieflydescribesthebackgroundandsignificanceoftheselectedtopicandprovidesanoverviewoftheliteraturereferenced.Thesecondpartisananalysisofthereasonsfortheriseoflivee-commercefromtheprogressanddevelopmentofInternettechnology,nationalpoliciestoencouragetheinnovativedevelopmentofe-commerceandthehugebusinessopportunitiesbroughtbythelivebroadcastingindustry,andtakeTaobaolivebroadcastingplatformasanexample.Inthethirdpart,weanalyzethehomogenizationoflivecontent,lackofuserstickiness,lackofexcellentanchors,andthelivebroadcastbiastowardone-timesalesweakensthesenseofexistenceoftheshop.Inthefourthpart,thedevelopmentofTaobaolivemarketing,theoptimizationoflivecontenttodrivetheconversionrate,theinnovationoftheplatform'sliveinteractions,thecultivationofexcellentanchors,theplatformtoIIstrengthenitsownandexternalregulationoftheproposal.Theconcludingsectionprovidesabroadsu...
