SWOT分析视角下文化与直播电商融合发展研究

Research on the Integration and Development of Culture and Live E-Commerce under the Perspective of SWOT Analysis

摘要: 在直播电商的高质量发展需要和消费需求不断升级的双重驱动下，传统的直播电商模式已不足以满足消费的复合型需求，需要探寻新型直播电商模式。本文运用SWOT分析法，对文化与直播电商的融合发展展开研究。分析发现两者融合具有内容新颖、情感共鸣、受众扩大的优势和政府政策支持、市场潜能无限、技术革新的外在机遇，并面对其文化解读浅显、盈利模式单一、内容形式同质化的现实劣势和法律合规挑战、市场竞争加剧、社会信任冲击的外部威胁，基于SO (优势–机遇)、WO (劣势–机遇)、ST (优势–威胁)、WT (劣势–威胁)的交叉战略，提出借助技术创新直播、依托政策培养主播、定位文化内容，建立合规机制、优化营商环境，构建用户信任的针对性发展对策，为推动文化与直播电商深度融合、实现直播电商高质量发展提供一定的参考。

Abstract: Driven by the dual needs of high-quality development of live streaming e-commerce and constantly upgrading consumer demand, the traditional live streaming e-commerce model is no longer sufficient to meet the complex needs of consumption, and it is necessary to explore new types of live streaming e-commerce models. This article uses SWOT analysis to study the integration and development of culture and live streaming e-commerce. The analysis found that the fusion of the two has the advantages of novel content, emotional resonance, audience expansion, and the external opportunities of government policy support, unlimited market potential, and technological innovation, and faces the real disadvantages of shallow cultural interpretation, single profit model, homogenisation of the content form, and the external threats of legal compliance challenges, intensified market competition, and impact of social trust, and proposes a cross-strategy based on the SO (Strengths-Opportunity), WO (Weakness-Opportunity), ST (Strength-Threat), WT (Weakness-Threat) cross-strategy, puts forward the targeted development countermeasures with the help of technological innovation of live broadcasting, relying on the policy to cultivate the anchor, positioning the cultural content, establishing a compliance mechanism, optimising the business environment, and constructing the user’s trust. to provide certain reference for promoting the deep integration of culture and live broadcasting e-commerce and achieving the high-quality development of live broadcasting e-commerce.