人货场重构逻辑下“电商 + 直播”营销策略研究

Research on the Marketing Strategy of “E-commerce + Live Streaming” under the Reconstruction Logic of “People-Goods-Scene”

摘要: “人货场”模式是一种基于人、货、场的全新商业模式。该模式借助社交媒体和电商平台，将人们聚集在一个线上场景，以实现商品销售和营销的目的。随着互联网技术迭代与消费需求升级，“电商 + 直播”模式已成为重构传统电商“人、货、场”逻辑的核心载体。本文以人货场理论为核心分析框架，深度融合整合营销传播理论、信息不对称理论与场景营销理论，系统解构“电商 + 直播”在“人”、“货”、“场”三大维度的重构特征与内在机理。梳理该模式在市场规模、网红层级、技术赋能方面的发展现状，重点剖析“人”的人设同质化、“货”的质量失控、“场”的流量失衡及“人货场”协同断裂等核心问题，并针对性提出“分层人设培育 + 私域运营”、“全链路品控 + 数字化溯源”、等优化策略，为“电商 + 直播”模式从规模扩张向高质量发展提供理论指引与实践方案。

Abstract: The “People-Goods-Scene” model is a new business model centered on the three core elements of people, goods, and scene. Leveraging social media and e-commerce platforms, this model gathers people in an online scenario to achieve the goals of commodity sales and marketing. With the iteration of Internet technology and the upgrading of consumer demands, the “E-commerce + Live Streaming” model has become the core carrier for reconstructing the traditional e-commerce logic of “People-Goods-Scene”. Taking the “People-Goods-Scene” theory as the core analytical framework, this paper deeply integrates the Integrated Marketing Communication (IMC) theory, Information Asymmetry theory, and Scene Marketing theory to systematically deconstruct the reconstruction characteristics and internal mechanisms of “E-commerce + Live Streaming” in the three dimensions of “people”, “goods”, and “scene”. It sorts out the development status of this model in terms of market scale, online influencer hierarchy, and technology empowerment, and focuses on analyzing core issues such as the homogenization of “people’s” persona, the quality control failure of “goods”, the traffic imbalance of “scene”, and the synergy disruption among “people, goods, and scene”. Corresponding optimization strategies are proposed, including “hierarchical persona cultivation + private domain operation” and “full-link quality control + digital traceability”, so as to provide theoretical guidance and practical solutions for the “E-commerce + Live Streaming” model to shift from scale expansion to high-quality development.