电商直播凭借其低价格的吸引力、名人带动效应、以及高度的互动性,成功吸引了众多买家在直播平台上进行购物,为中国的消费市场带来新的热潮。然而,电商直播在追求销售额的过程中,也暴露出了对推广者的过度依赖、产品质量与宣传不匹配,...电商直播凭借其低价格的吸引力、名人带动效应、以及高度的互动性,成功吸引了众多买家在直播平台上进行购物,为中国的消费市场带来新的热潮。然而,电商直播在追求销售额的过程中,也暴露出了对推广者的过度依赖、产品质量与宣传不匹配,以及售后服务水平不高等问题。为了推动电商直播行业的持续健康发展,本文主要研究影响消费者购买的因素。依据消费者行为理论和4P理论,我们对价格和偏好如何影响网络购物进行了深入研究,并采用文献研究的方式,探讨了在电商直播中影响消费者线上购物的各种因素。最终,我们通过案例分析法,找出了电商直播存在的问题的根源,并提出了促进直播行业健康发展的相关策略建议。With its low price attraction, celebrity driving effect, and high degree of interactivity, e-commerce live streaming has successfully attracted many buyers to shop on live streaming platforms, bringing a new boom to China’s consumer market. However, in the process of pursuing sales, e-commerce live broadcasting has also exposed the excessive dependence on promoters, the mismatch between product quality and publicity, and the low after-sales service level. In order to promote the sustainable and healthy development of the e-commerce live broadcasting industry, this paper mainly studies the factors that affect consumer purchases. According to the theory of consumer behavior and 4P, we conducted an in-depth study on how price and preference affect online shopping, and discussed various factors affecting consumers’ online shopping in e-commerce live broadcast by means of literature research. Finally, we analyzed the root causes and found out the problems existing in e-commerce live broadcast through case analysis, and put forward relevant strategic suggestions to promote the healthy development of the live broadcast industry.展开更多
随着数字经济的兴起和新媒体网络平台的扩张,农产品电商直播已成为农业现代化、数字化和智能化转型的核心驱动力,有效破解了农产品进入市场的难题。这一新兴领域不仅促进了农村电子商务产业的快速增长,而且通过技术革新和直播营销模式...随着数字经济的兴起和新媒体网络平台的扩张,农产品电商直播已成为农业现代化、数字化和智能化转型的核心驱动力,有效破解了农产品进入市场的难题。这一新兴领域不仅促进了农村电子商务产业的快速增长,而且通过技术革新和直播营销模式的创新,为农产品销售和农村发展带来了新的活力。电商直播以其沉浸式宣传和互动购物体验,开辟了农产品营销的新途径,相较于传统电商的静态图文展示,它通过网络平台的实时直播,以更生动的方式提升了消费者的购买兴趣和意愿。本文旨在探讨如何创新农产品电商直播的营销策略,与平台合作优化售前售后服务、物流和运输等关键环节,以期为农产品电商直播的未来发展提供新的思路和策略。With the rise of the digital economy and the expansion of new media network platforms, live agricultural e-commerce has become a core driving force for the modernization, digitization and intelligent transformation of agriculture, effectively cracking the problem of agricultural products entering the market. This emerging field not only promotes the rapid growth of the rural e-commerce industry, but also brings new vitality to the sale of agricultural products and rural development through technological innovation and the innovation of live marketing models. E-commerce live broadcast with its immersive publicity and interactive shopping experience has opened up a new way of marketing agricultural products. Compared with the static graphic display of traditional e-commerce, it enhances the consumers’ interest and willingness to buy in a more vivid way through real-time live broadcasting on online platforms. The purpose of this paper is to explore how to innovate the marketing strategy of agricultural products e-commerce live broadcast, and cooperate with the platform to optimize the key links, such as pre-sale and after-sale services, logistics and transportation, in order to provide new ideas and strategies for the future development of agricultural products e-commerce live broadcast.展开更多
文摘电商直播凭借其低价格的吸引力、名人带动效应、以及高度的互动性,成功吸引了众多买家在直播平台上进行购物,为中国的消费市场带来新的热潮。然而,电商直播在追求销售额的过程中,也暴露出了对推广者的过度依赖、产品质量与宣传不匹配,以及售后服务水平不高等问题。为了推动电商直播行业的持续健康发展,本文主要研究影响消费者购买的因素。依据消费者行为理论和4P理论,我们对价格和偏好如何影响网络购物进行了深入研究,并采用文献研究的方式,探讨了在电商直播中影响消费者线上购物的各种因素。最终,我们通过案例分析法,找出了电商直播存在的问题的根源,并提出了促进直播行业健康发展的相关策略建议。With its low price attraction, celebrity driving effect, and high degree of interactivity, e-commerce live streaming has successfully attracted many buyers to shop on live streaming platforms, bringing a new boom to China’s consumer market. However, in the process of pursuing sales, e-commerce live broadcasting has also exposed the excessive dependence on promoters, the mismatch between product quality and publicity, and the low after-sales service level. In order to promote the sustainable and healthy development of the e-commerce live broadcasting industry, this paper mainly studies the factors that affect consumer purchases. According to the theory of consumer behavior and 4P, we conducted an in-depth study on how price and preference affect online shopping, and discussed various factors affecting consumers’ online shopping in e-commerce live broadcast by means of literature research. Finally, we analyzed the root causes and found out the problems existing in e-commerce live broadcast through case analysis, and put forward relevant strategic suggestions to promote the healthy development of the live broadcast industry.
文摘随着数字经济的兴起和新媒体网络平台的扩张,农产品电商直播已成为农业现代化、数字化和智能化转型的核心驱动力,有效破解了农产品进入市场的难题。这一新兴领域不仅促进了农村电子商务产业的快速增长,而且通过技术革新和直播营销模式的创新,为农产品销售和农村发展带来了新的活力。电商直播以其沉浸式宣传和互动购物体验,开辟了农产品营销的新途径,相较于传统电商的静态图文展示,它通过网络平台的实时直播,以更生动的方式提升了消费者的购买兴趣和意愿。本文旨在探讨如何创新农产品电商直播的营销策略,与平台合作优化售前售后服务、物流和运输等关键环节,以期为农产品电商直播的未来发展提供新的思路和策略。With the rise of the digital economy and the expansion of new media network platforms, live agricultural e-commerce has become a core driving force for the modernization, digitization and intelligent transformation of agriculture, effectively cracking the problem of agricultural products entering the market. This emerging field not only promotes the rapid growth of the rural e-commerce industry, but also brings new vitality to the sale of agricultural products and rural development through technological innovation and the innovation of live marketing models. E-commerce live broadcast with its immersive publicity and interactive shopping experience has opened up a new way of marketing agricultural products. Compared with the static graphic display of traditional e-commerce, it enhances the consumers’ interest and willingness to buy in a more vivid way through real-time live broadcasting on online platforms. The purpose of this paper is to explore how to innovate the marketing strategy of agricultural products e-commerce live broadcast, and cooperate with the platform to optimize the key links, such as pre-sale and after-sale services, logistics and transportation, in order to provide new ideas and strategies for the future development of agricultural products e-commerce live broadcast.
