符号学视域下的电商直播营销策略研究

Research on E-Commerce Live Streaming Marketing Strategies under the Semiotics Perspective

摘要: 本文从符号学视角解析了电商直播的营销策略，探讨了符号体系在电商直播中的生成、传播与接收过程。研究发现，电商直播通过构建多维度符号体系，利用语言与非语言符号的融合及个性化与标准化符号的平衡，成功吸引消费者并引导购买行为，这些符号消费现象体现了从物质消费向符号、意义和身份消费的转变。在此研究的基础上，提出了符号体系创新与优化、促进理性消费与审美多元化、加强行业自律与监管等策略建议，旨在帮助电商直播行业在新时代的网络环境下持续向好转化，实现可持续发展。

Abstract: This paper analyzes the marketing strategy of e-commerce live broadcasting from the perspective of semiotics, and explores the process of generation, dissemination and reception of symbol systems in e-commerce live broadcasting. It is found that e-commerce live broadcasting successfully attracts consumers and guides their purchasing behavior by constructing a multi-dimensional symbol system, using the fusion of verbal and non-verbal symbols and the balance of personalized and standardized symbols, and that these symbolic consumption phenomena embody the shift from material consumption to the consumption of symbols, meanings and identities. On the basis of this study, strategic suggestions such as innovation and optimization of symbol system, promotion of rational consumption and aesthetic diversification, and strengthening of industry self-regulation and supervision are proposed, aiming to help the e-commerce live broadcasting industry continue to transform for the better and achieve sustainable development in the new era of the network environment.