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谢伏瞻
    中国社会科学院学部委员,学部主席团主席,研究员,博士生导师。历任中国社会科学院院长、党组书记,国务院发展中心副主... 详情>>
蔡 昉
    中国社会科学院国家高端智库首席专家,学部委员,学部主席团秘书长,研究员,博士生导师。先后毕业于中国人民大学、中国... 详情>>
李培林
    男,汉族,出生于1955年5月,山东济南人,博士,研究员,全国人民代表大会社会建设委员会副主任委员,中国社会科学... 详情>>

    2020年中国直播电商发展报告

    摘要

    2020年初,新冠肺炎疫情下的“宅经济”与政府的政策扶持,成为直播电商的发展契机,直播电商行业发展呈现新特征:布局直播电商业务的平台类型多样化,流量头部化与私域化趋势并存;主播类型更为多元化,商家自播常态化。然而,行业蓬勃发展也面临诸多问题与困境,主播素质参差不齐,直播营销同质化、虚假宣传与带货不实;多数商家实际获益不大,难以持续维系;商品质量难保障、售后服务差,用户维权难。未来的直播电商行业,需要政策、平台、商家、MCN与主播、消费者等各方市场参与者,理性规范化与精细实效化发展。

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    Abstract

    At the beginning of 2020,the “stay-at-home economy” under the COVID-19 and government support gave a development opportunity for livestreaming e-commerce,the development of the livestreaming e-commerce industry presents new characteristics. The platforms which joined livestreaming e-commerce business are diversified,the trend of network flow is cephalization as well as privatization,and the types of anchors are more diversified,and business self- livestreaming is becoming more and more normal. However,while the livestreaming e-commerce industry continues to flourish,it also faces many problems and dilemmas,the quality of anchors is uneven,livestreaming marketing is homogeneity and full of false publicity and fake goods,most businesses have little actual benefits and are difficult to sustainably maintain,the quality of goods is difficult to guarantee,after-sales service is poor,and it is difficult for users to defend their rights. In the future,the livestream e-commerce industry requires market participants from all parties including policies,platforms,merchants,MCNs,anchors,and consumers,to develop rationally,standardized,and meticulously effective.

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    作者简介
    刘友芝:刘友芝,武汉大学新闻与传播学院教授,研究方向为新媒体、媒体融合。
    李行芩:李行芩,武汉大学新闻与传播学院硕士研究生,研究方向为新媒体、媒体融合。
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