电子商务直播带货的问题及对策研究

Research on the Problems and Countermeasures of E-Commerce Live Delivery

摘要: 随着互联网的蓬勃发展，电子商务作为一种新兴模式兴起而直播带货作为电商直播的重要组成部分也迅速发展，成为促进消费的重要因素。本文首先通过对电子商务直播带货的现状进行分析，阐明其背后原因并针对现状提出相对应的优化策略。根据研究可知，直播带货具有互动性强、传播速度快的特点，同时也具有其缺点，针对其法律法规不完善、售后有待改进、主播素质参差不齐等问题提出完善法律、提供售后服务以及加强主播管控等策略。助力数字经济在新时代进入新发展阶段。

Abstract: With the vigorous development of the Internet, e-commerce as a new model rise and live delivery as an important part of e-commerce live has also developed rapidly, becoming an important factor to promote consumption. First of all, this paper analyzes the current situation of e-commerce live delivery, clarifies the reasons behind it and puts forward corresponding optimization strategies. According to the research, live streaming has the characteristics of strong interaction and fast transmission speed, but also has its shortcomings. Aiming at the problems such as imperfect laws and regulations, after-sales improvement to be made, and uneven quality of anchors, strategies such as improving laws, providing after-sales service and strengthening the control of anchors are proposed. Helping the digital economy enter a new stage of development in the new era.