信息创造价值。直播创造的信息,通过电子商务变现了价值。社交电商接过创新接力棒后,直播电商用四年时间成为社交电商中最有活力的模式,2019年迎来了直播电商元年。本报告从交易规模、商业模式、MCN机构、直播场景、主播画像和用户画像等方面描述了直播电商的发展情况,归纳了发展特点,总结了存在的问题,在研判发展趋势的基础上,提出加强行业标准和规范建设、规范行业竞争秩序、明确经营者责任义务、压实平台监管责任和义务等政策建议。
<<Information creates value. Live broadcast creates information and realizes value through e-commerce. After taking the innovation relay baton of e-commerce,livestreaming e-commerce has become the most dynamic mode of social e-commerce in four years,and the year 2019 is the first year of livestreaming e-commerce. This report introduces the status quo of livestreaming e-commerce in terms of the trading scale,business model,MCN institutions,live scene,and the profile of both the livestreaming hosts and audiences. And the characteristics of livestreaming e-commerce,as well as the problems,are also analyzed. Policy recommendations are put forward on the basis of predicting the development trend of livestreaming e-commerce,i.e.,strengthening the construction of industry standards and regulations,normalizing the order of industry competition,stipulating the responsibilities of the parties involved,and promoting platform of livestreaming e-commerce to undertaking the responsibility of monitoring,etc.
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