数字经济环境下直播电商发展困境与出路研究

Research on the Development Challenges and Solutions of Live E-Commerce in the Digital Economy Environment

摘要: 数字经济时代，直播电商展现出巨大潜力，为推动经济发展做出了贡献。但行业在高速扩张的同时，也面临竞争失序、资源集中、虚假宣传、监管滞后等困境。头部平台垄断流量、中小商家生存艰难、消费者信任危机等问题凸显，制约了行业的可持续发展。针对这些发展问题，文章提出四点对策：一是优化资源分配，通过算法改革和政策扶持促进中小商家成长；二是提升主播专业水平，构建信用管理体系；三是推动平台自律，强化技术治理与标准化建设；四是健全法律法规，完善适配数字经济的监管机制。研究认为，只有通过多方协同治理，才能实现直播电商从规模扩张向质量升级的转型，为数字经济发展注入新动能。

Abstract: In the era of digital economy, live streaming e-commerce has shown great potential and made contributions to promoting economic development. However, while the industry is rapidly expanding, it also faces challenges such as disorderly competition, resource concentration, false advertising, and lagging regulation. The problems of top platforms monopolizing traffic, small and medium-sized businesses struggling to survive, and consumer trust crisis have become prominent, constraining the sustainable development of the industry. In response to these development issues, the article proposes four countermeasures: firstly, optimizing resource allocation, promoting the growth of small and medium-sized businesses through algorithm reform and policy support; the second is to enhance the professional level of anchors and build a credit management system; thirdly, to promote platform self-discipline, strengthen technical governance and standardization construction; the fourth is to improve laws and regulations, and perfect regulatory mechanisms that are adapted to the digital economy. Research suggests that only through multi-party collaborative governance can live streaming e-commerce transform from scale expansion to quality upgrading, injecting new momentum into the development of the digital economy.