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    中国网络直播发展报告(2021)

    摘要

    由于新冠肺炎疫情的影响,网络直播行业在2020年焕发出新的活力,热点不断,亮点频出,“全员直播,万物皆可直播”的局面初步形成。疫情之下,直播带货强力助推复工复产,美食直播、农产品销售直播、商场直播……各行业通过“直播+”扭转困局,创造了新的消费场景与营销模式,赋能经济社会高质量发展,创造了独特的应用价值。教育、文旅、公益等行业均借力网络直播实现应用创新,在舆论引导、价值观导向、消费习惯等方面不断扩大社会影响力。网络直播带来了新的商业增长机会,也催生了新文化现象。此外,监管部门对网络直播市场的监管也不断加强,政策规范力度不断加大。未来,网络直播内容、网络直播形式将继续呈现多元化发展趋势。随着监管层的继续发力,网络直播内容高质量发展成为主基调,“直播+”的范围延展、垂直拓展将会进一步加速和深化。

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    Abstract

    Due to the influence of COVID-19,the network live broadcast industry will show new vitality in 2020,with continuous hot spots and highlights,and the situation of “live broadcast by all people and live broadcast by everything” has been initially formed. Under the epidemic situation,Live Streaming Ecommerce has become a strong boost for resuming work and production,such as live broadcast of food,live broadcast of selling agricultural products,live broadcast of shopping malls... Through “live broadcasting+”,all industries have reversed the dilemma,created new consumption scenarios and marketing models,enabled high-quality economic and social development,and created unique application values. Education,cultural tourism,public welfare and other industries all use network live broadcast to realize application innovation,and constantly extend social influence in public opinion guidance,value orientation,consumption habits and other aspects. Live streaming has brought new opportunities for business growth and new cultural phenomena. At the same time,the regulation and regulation of the live broadcast market are also being strengthened. In the future,the content and forms of network broadcast will continue to show a trend of diversified development. With the continued efforts of the regulatory layer,the high-quality development of network live broadcasting content will become the main keynote,and the extension and vertical expansion of “live broadcasting+” will be further accelerated and deepened.

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    作者简介
    罗惠:罗惠,管理学硕士,厦门广播电视集团新媒体团队编辑,主要研究方向为广播电视与网络视听。
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