1摘 要互联网时代的快速发展以及 5G 时代的带来，为电商直播营销带来了有利的技术环境支持，电商直播营销在快速推广、应用的过程中也显现一系列问题。本文旨在我国最大的电商平台淘宝新增的淘宝直播营销为例，研究电商直播营销发展过程中存在的问题。本文主要介绍了电商直播营销兴起的背景条件：互联网的发展，政府政策的支持等，电商直播营销的现状，从淘宝直播营销的传播途径和营销方式分析电商直播营销的应用，从而总结出淘宝直播营销现存的问题：内容同质化、主播专业能力缺乏以及主播人气压倒商家等，并针对所存在的问题提出发展对策，希望对其他电商直播营销平台有一定的借鉴意义。关键词：电商直播；淘宝；营销；发展对策AbstractThe rapid development of the Internet era and the 5G era have brought a favorable technical environment support for e-commerce live marketing, and a series of problems have also appeared in the process of rapid promotion and application of e-commerce live marketing. This article aims to take Taobao live broadcast 2marketing, China's largest e-commerce platform, as an example, to study the problems in the development process of e-commerce live marketing. This article mainly introduces the background conditions of the rise of e-commerce live marketing: the development of the Internet, the support of government policies, etc., the current status of e-commerce live marketing, analyzes the application of e-commerce live marketing from Taobao live marketing marketing channels and marketing methods, and thus summarizes Out of the existing problems of Taobao live marketing: homogenization of content, lack of professional ability of the anchor and the pressure of the anchor to the merchant, etc., and put forward development countermeasures for the existing problems, hoping to have some reference for other e-commerce live marketing platforms.Key words ： E-commerce live broadcast; Taobao ; marketing; development c...
VIP
