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| 新媒体直播带货的发展状况与前景分析
摘要：直播电商是对传统电商模式的突破,也是网络直播重要的变现路径。直播带货风靡中国,突发的疫情更是将直播带货推向了热潮,形成了“人人可播、万物可播、处处可播”的盛况。与此同时,直播带货“翻车”事故频发,火热背后的问题也日渐显现。如何推动直播带货更健康地发展,用更优质的产品、更好的体验为消费者提供更多的价值和便利，成为当前直播带货面临的一个重要话题。本文以新媒体直播带货为研究对象，运用了文献研究法、调查法、对比分析法等研究方法对多个新媒体平台、不同的直播群体进行分析研究，揭示当前新媒体直播带货的优势、劣势、机会和威胁，进而提出新媒体直播带货的发展趋势及对策建议。
关键词：新媒体直播带货；主播；直播平台；SWOT分析；发展趋势
Abstract: Broadcast e-commerce is a breakthrough of the traditional e-commerce model, and also an important cash path of network broadcast. Broadcast tapes are all the rage in China,and the sudden epidemic has pushed the broadcast tapes to a boom, forming a grand situation of "everyone can broadcast, everything can broadcast, everywhere can broadcast".At the same time, the "roll-over" accident of live broadcast with goods isfrequent, and the problems behind the hot also become increasingly apparent.How to promote the healthy development of live broadcast with goods and providemore value and convenience for consumers with better products and better experience has become an important topic facing live broadcast with goods at present.Based on new media live with goods as the research object, using literature research,questionnaire, comparative analysis method for multiple research methods,such as new media platform, research and analyze different live groups,to reveal the current new media live with cargo strengths, weaknesses,opportunities and threats, and then puts forward the development trend of new media live with goods and countermeasure research.
Key words: new media live broadcasting with goods;The host;Live broadcasting platform;SWOT analysis;The development trend.
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