直播电商营销话语的运行逻辑与策略优化研究

Research on the Operation Logic and Optimization Strategy of Marketing Discourse of Live-Streaming E-Commerce

摘要: 在数字经济蓬勃发展的当下，直播电商从电子商务中脱颖而出，在数字经济中占据重要地位，其营销话语的建构和运用对整个电子商务的发展起着至关重要的作用。为进一步厘清直播电商营销话语的运行逻辑，进而提出更科学的优化策略，有必要结合学界现有的研究成果，从营销话语构建的基本要素入手展开研究。研究发现，产品形象展示、售后服务保障、消费者互动以及直播运营是营销话语构建的关键要素。根据对各要素运作原理及其关系的分析，应以基于受众期望的语境建构、直播团队网络语用活动的规范以及市场监督和管理体制机制的深化改革作为优化路径，促进直播电商朝着健康可持续的方向发展。

Abstract: With the vigorous development of the digital economy, live-streaming e-commerce stands out from e-commerce and occupies an important position in the digital economy. The construction and application of its marketing discourse plays a vital role in the development of the entire e-commerce. In order to further clarify the operation logic of live-streaming e-commerce marketing discourse, and then put forward a more scientific optimization strategy, it is necessary to combine the existing research results of the academic community and start with the basic elements of marketing discourse construction. The study found that product image display, after-sales service guarantee, consumer interaction and live operation are the key elements of marketing discourse construction. According to the analysis of the operation principle of each element and its relationship, the context construction based on audience expectation, the standardization of network pragmatic activities of live broadcast team, and the deepening reform of market supervision and management system and mechanism should be taken as the optimization path to promote the healthy and sustainable development of live-streaming e-commerce.