直播带货营销策略的理论框架构建与发展趋势研究

Theoretical Framework and Development Trends of Marketing Strategies in Live-Streaming E-Commerce

摘要: 随着数字经济的深度融合与消费模式的迭代升级，直播带货已从一种新兴的营销现象演变为主流的商业形态。本文试图系统梳理直播带货的发展脉络与核心特征，在对现有学术成果进行整合的基础上，构建一个层次分明、逻辑严谨的营销策略理论框架。本研究采用文献综述与内容分析相结合的方法，重点考察主播人设、SOR模型、消费者行为机制、信任构建过程及价值共创模式等在直播情境下的具体表现与内在联系。研究发现，直播带货的本质在于技术赋能下的实时互动与信任共建，其核心是构建了一个动态的价值共创生态。在此基础上，本文指出现有研究在长期品牌效应、跨文化比较、新技术应用等方面存在的不足，并展望了未来研究方向，如AI数字人主播的效能、绿色直播的可持续发展路径等，以期为学术界与企业实践提供理论参考与实践指引。

Abstract: With the deep integration of the digital economy and the iteration of consumption patterns, live streaming commerce has evolved from an emerging marketing phenomenon to a mainstream business model. This paper aims to systematically review the development trajectory and core characteristics of live streaming commerce and integrate existing academic research to construct a multi-dimensional and systematic theoretical framework for its marketing strategies. Employing literature review and content analysis, the study delves into the mechanisms of key theoretical elements such as anchor persona, the SOR model, consumer behavior, trust mechanisms, and value co-creation in the context of live streaming. The research posits that the essence of live streaming commerce is a technology-driven value co-creation ecosystem based on real-time interaction and trust construction. Furthermore, the paper identifies limitations in current research regarding long-term brand building, cross-cultural comparisons, and applications of emerging technologies. Future research directions are proposed, including the efficacy of AI virtual anchors and sustainable development pathways for green live streaming, aiming to provide theoretical reference and practical guidance for both academia and business practices.