网红经济视域下直播带货营销现存问题与优化策略研究

A Study on Existing Issues and Optimization Strategies for Live Streaming E-Commerce Marketing in the Context of the Influencer Economy

摘要: 在数字技术蓬勃发展的背景下，网红经济作为新兴经济形态迅速崛起，直播带货凭借其独特的“人–货–场”消费场景构建，成为驱动网红经济增长的核心引擎。但当前直播带货营销领域存在直播内容创新不足、同质化竞争显著，产品质量管控缺失、风险突出，以及直播数据监管缺位、虚假数据泛滥等问题，严重制约了行业的健康发展。本研究基于网红经济视域，深入剖析直播带货营销模式的运作逻辑与现存问题，从构建主播能力培养体系、健全选品审核机制、建立权威数据监测体系等方面提出优化策略，旨在为规范直播带货行业秩序、推动其可持续发展提供理论参考与实践指导。

Abstract: Against the backdrop of rapid advancements in digital technology, the influencer economy has emerged as a new economic model, with live-streaming e-commerce gaining prominence as a key driver of its growth. This is due to its unique “people-product-platform” consumption scenario. However, the live-streaming e-commerce marketing sector currently faces challenges such as insufficient innovation in live-streaming content, significant homogenization of competition, inadequate quality control of products, prominent risks, and the absence of regulatory oversight of live-streaming data, leading to the proliferation of false data. These issues severely hinder the healthy development of the industry. This study, grounded in the influencer economy framework, delves into the operational logic and existing issues of live-streaming e-commerce marketing models. It proposes optimization strategies from multiple angles, including establishing a system for cultivating influencer capabilities, improving product selection review mechanisms, and establishing an authoritative data monitoring system. The aim is to provide theoretical references and practical guidance for regulating the order of the live-streaming e-commerce industry and promoting its sustainable development.