直播电商“低价引流”模式的可持续性分析——基于商业生态系统视角

Sustainability Analysis of the “Low-Price Traffic Acquisition” Model in Live-Stream E-Commerce—From the Perspective of Business Ecosystems

摘要: 近年来，直播电商以其沉浸式、互动性的特点迅速崛起，成为数字经济时代的重要商业形态。然而，“低价引流”作为其初期爆发式增长的核心策略，在带来短期流量与销量的同时，也引发了关于其长期可持续性的广泛争议。本文旨在系统性地剖析直播电商“低价引流”模式的可持续性。首先，论文梳理了直播电商与“低价引流”模式的内涵与发展现状。其次，从商业生态系统理论出发，构建了一个包含“平台方–主播/MCN机构–品牌方–消费者”四大核心主体的分析框架，深入探讨了“低价引流”对各主体的短期效益与长期隐忧。研究发现，该模式对平台而言易陷入“内卷化”竞争；对主播/MCN机构而言，导致利润微薄与价值创造能力退化；对品牌方而言，可能造成品牌资产稀释与渠道依赖风险；对消费者而言，则易引发审美疲劳与信任危机。此外，论文还从宏观经济、法律法规与技术演进三个外部环境维度，分析了“低价引流”模式面临的挑战。最终，本文得出结论：“低价引流”作为一种短期市场教育手段具有一定价值，但作为一种长期主导战略是不可持续的。未来，直播电商行业必须从“价格战”转向“价值战”，通过内容升级、技术赋能、供应链优化与治理完善，构建一个健康、多元、共生的商业生态系统，方能实现长期繁荣。

Abstract: In recent years, live-streaming e-commerce has rapidly risen due to its immersive and interactive features, becoming an important business model in the digital economy era. However, “low-price traffic acquisition” as a core strategy for its initial explosive growth has sparked widespread debate regarding its long-term sustainability, despite bringing short-term traffic and sales. This paper aims to systematically analyze the sustainability of the “low-price traffic acquisition” model in live-streaming e-commerce. Firstly, the paper reviews the connotation and development status of live-streaming e-commerce and the “low-price traffic acquisition” model. Secondly, based on the business ecosystem theory, an analytical framework involving four core entities—“platforms, anchors/MCN agencies, brands, and consumers”—is constructed to explore the short-term benefits and long-term concerns of the “low-price traffic acquisition” model for each entity. The study finds that this model is prone to intense competitive “involution” for platforms; leads to thin profits and declining value-creation ability for anchors/MCN agencies; may dilute brand equity and create channel dependency risks for brands; and can cause aesthetic fatigue and trust crises for consumers. Moreover, the paper analyzes the challenges faced by the “low-price traffic acquisition” model from three external environmental dimensions: macroeconomics, laws and regulations, and technological evolution. Ultimately, the paper concludes that “low-price traffic acquisition” has certain value as a short-term market education tool, but it is unsustainable as a long-term dominant strategy. In the future, the live-streaming e-commerce industry must shift from a “price war” to a “value war” and build a healthy, diversified, and symbiotic business ecosystem through content upgrading, technological empowerment, supply chain optimization, and governance improvement to achieve long-term prosperity.