摘 要

近20年来，电子信息技术高速发展，网上购物对人们来说也是越来越方便和普及，之前人们都是看商品详细图购物，对商品没有一个直观，生动的印象，所以一单成交时间长，但是随着直播的火热，电商平台也敏锐意识到了这一机会，开始引入直播的技术，不仅让用户有了更新奇有趣的购物体验，也恰好弥补了对于商品信息展示的不足。由于资本的疯狂涌入使得电商飞速发展，电商直播的收入也慢慢变成了网络销售的主要部分。因此，笔者认为对电商这个直播行业的发展和现在的一个实际情况进行分析是很有必要的，分析“抖音”这个平台在电商直播风口下发展状况和盈利模式，并针对其发展中存在的头部主播少，平台流量失衡的情况以及在抖音商家的权益难以保障和场景互动难以发挥作用这三方面的问题，笔者分别从要重视专业主播的培养，具体怎样保障商家的权益和主播要重视场景的互动和用户这三方面给出解决问题的建议。

关键词：电商直播；抖音；问题；解决对策

Analysis of the Development Trend and Current Situation of the Tiktok Industry

——Taking the Example of Jitter

ABSTRACT

In the past 20 years, due to the continuous progress of information technology, online shopping has brought users a better feeling than before In thepast, people went shopping by looking at the detailed pictures of the goods. They had no intuitive and vivid impression of the goods, so the transaction time of an order was very long. However, with the popularity of live broadcasting,e-commerce platform is also keenly aware of this opportunity and begins to introduce live broadcasting technology,this not only makes users have a more novel and interesting shopping experience, but also makes up for the lack of commodity information display .The development of e-commerce is very promising,many entrepreneurs have invested in this industry, so the income of live broadcast of this industry has gradually become the main body of network sales. Therefore, I think it is very important to analyze the development and current situation of e-commerce industry,and it is very meaningful to analyze the development and profit model of e-commerce live broadcasting platform. Because there are few people who can live broadcast and sell goods,the flow of platform distribution is not equal, and there is no way to protect the legitimate income of enterprises. In the face of these three problems,I put forward three ways to solve the problem: we need to pay attention to training professionals to do professional things, protect the legitimate income of enterprises and anchors, and anchors should learn to join the scene and communicate with users more flow.

Keywords:Live broadcast of e-commerce ;Tiktokt;Problem;Terms of settlement