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| 直播电商模式的现状分析与问题研究-以快手平台为例 摘要：直播电商是在互联网基础上发展起来的一种新兴经济，作为电子商务模式的延伸，成为了新的风口，越来越多的人关注并参与其中。直播所构筑起的互动场景，充分满足了消费者追求真实、现场示范商品等心理需求，相对于传统的电商模式，激发了用户购物欲望。可以预见未来直播也将成为零售业、制造业等行业的标配销售渠道，所以越来越多的人认可直播电商模式，并加入到直播电商的行业当中，使得直播电商行业也得到相应的发展，且逐渐地壮大。但伴随着其不断壮大，也产生了一系列阻碍行业发展的问题：售后问题、冲动消费问题以及技术手段问题等都是影响行业发展的因素。本文针对所发现的问题，结合案例，并提出相应的解决方法。从不同方面对我国的直播电商模式的现状与问题进行研究分析，为我国的直播电商行业发展提供助力。 关键词：直播 电商 快手平台 行业发展 Abstract: Live broadcast e-commerce is an emerging economy developed on the basis of the Internet.As an extension of the e-commerce model,it has become a new outlet for more and more people to pay attention to and participate in it. The interactive scenes constructed by live streaming fully meet the psychologicalneeds of consumers in pursuit of authenticity and on-site demonstration of goods. Compared with the traditional e-commerce model, it stimulates the shopping desire of users.It can be predicted that in the future,live broadcast will also become the standard distribution channel in the retail industry, manufacturing industry and other industries. Therefore, more and more people recognize the model of live broadcast e-commerce and join in the industry of live broadcast e-commerce,which makes the industry of live broadcast e-commerce develop accordingly and grow gradually. However, along with its continuous growth,a series of problems have arisen that hinder the development of the industry: after-sale problems, impulsive consumption problems and technical means problems are all factors that affect the development of the industry. In this paper, the problems found,combined with the case, and put forward the corresponding solutions. Study and analyze the current situation and problems of China's live broadcast e-commerce model from different sides,so as to provide impetus for the development of China's live broadcast e-commerce industry. Keywords: Live broadcast Electronic commerce Kwai platform Industry development |
