摘 要

随着直播行业的兴起以及线上商品营销的火爆，“直播+电商”这一新兴销售模式无疑成为“直播+”时代的一项创造性成果。从领导干部到节目主持人、从影视明星到网络红人，纷纷走进新媒体直播间。这次席卷全国的“直播带货”热潮，对社会各个方面产生了深远的影响。首先，直播带货的宅经济特性契合了新冠肺炎疫情下人们的消费需求,并成为一种新的媒介景观。其次，直播带货为社会提供全新商业模式的同时，也给现行网络治理机制带来了新的冲击。热度过后，我们也应该看到这种新经济背后可能存在的问题,如网红主播的专业性缺乏、直播内容缺乏合理规划、商家与消费者联系淡化、直播技术水平有待提高、直播售后问题解决困难等。所以在如此火热的直播现象下，我们应该冷静下来去思考，并研究其解决措施。

关键词：新媒体；“直播＋”；直播电商；热现象；冷思考

ABSTRACT

With the rise of live broadcasting industry and the popularity of online commodity marketing, the emerging sales model of "live broadcasting + e-commerce"has undoubtedly become a creative result of the era of "live broadcasting +". From leading cadres to program hosts,from film and television stars to network celebrities, one after another into the new media broadcast room. This "live broadcast with goods" craze sweeping the country has had a profound impact on all aspects of society. First of all, the residential economy features of live broadcasting and goods meet theconsumer needs of people under the COVID-19 epidemic, and become a new media landscape. Secondly, while providing a brand new business model for the society,live streaming brings a new impact to the current network governance mechanism. After the popularity is over,we should also see the possible problems behind this new economy, such as the lack of professionalism of web celebrity anchors, the lack of reasonable planning of live broadcast content, the weakened contact between businesses and consumers, the need to improve the technical level of live broadcast, and the difficulty in solving after-sale problems of live broadcast. Therefore, in such a hot phenomenon,we should calm down and think about it and study the solutions.

Key Words:New media， "live broadcasting +",live broadcast e-commerce, hot phenomenon, cold thinking

目 录

摘要

Abstract

引言

“直播＋”热现象的背景

.新媒体发展为直播带货的兴起提供了条件

直播电商是新媒体背景下的产物

直播电商呈现爆发式增长并逐渐多元化

.“直播＋”模式的特点

二．“直播＋”热现象的表现、问题

（一）“直播＋”热现象的表现

1.直播电商与网红经济深度融合

2.直播电商是消费扶贫的一种方式

3.直播电商是企业品牌延伸的一种方式

（二）直播电商存在的问题

1.网红主播的专业性缺乏

2.直播内容缺乏合理规划

3.商家与消费者联系淡化

4.直播技术水平有待提高

5.直播售后问题解决困难

三．“直播＋”热现象产生的原因及冷思考

（一）“直播＋”热现象产生的原因

1.传播媒介的发展

2.直播自身的优势

（二） 直播电商仍需冷思考

1.思考和把握商业之道

2.思考和把握传播之道

3.思考和把握创新之道

4.思考和把握法制之道

四．“直播＋”背景下如何推动网络电商更好发展

（一）.法出多门，合法化治理

1.保证政策文件与法律规范的协调与统一

2.对特殊主体带货直播进行规范整治

（二）.多方联动，协同化治理

1.改变传统治理模式

2.推动企业平台共治

（三）.创新科技，现代化治理

1.引入区块链技术

2.加大对智能机器人监管力度

结论

致谢

参考文献