新质生产力赋能虚拟直播电商的实践路径

The Practice Path of New Quality Productivity to Empower Virtual Live-Streaming E-Commerce

摘要: 在数字经济蓬勃兴起的时代背景下，虚拟直播电商面临认知、技术成本、推广、消费者知情以及法律责任这五大困境，基于文献研究与案例分析法，本文揭示了新质生产力如何赋能虚拟直播电商以突破现实中存在的困境，并得出了新质生产力是解决上述困境的关键所在的结论：由其驱动的多模态技术与智能交互技术可提高虚拟主播的真实性与亲和力；基于大数据与机器学习的用户洞察和话术生成，可达成推广破圈、精准营销并提升效率；行业迫切需要规范化发展，这受益于新质生产力推动了法律法规完善，为行业健康有序发展提供制度保障，技术与制度创新共同构成了其核心发展路径。

Abstract: Under the background of the booming digital economy, virtual live streaming e-commerce is faced with five dilemmas: consumer cognition, technical costs, promotional effectiveness, the right to know of consumers, and legal liability. Through literature review and case analysis, this paper reveals how new quality productivity empowers virtual livestream e-commerce to overcome these real-world obstacles. And it concludes that new quality productivity holds the key to resolving the above dilemmas: the multi-modal technology and intelligent interaction technology driven by new quality productivity can improve the authenticity and affinity of virtual anchors; user insights and script generation based on big data and machine learning enable cross-audience promotion, precise marketing and operational efficiency; the industry urgently requires standardized development, which benefits from new quality productivity driving the refinement of laws and regulations, providing institutional safeguards for healthy and orderly growth. Ultimately, technological and institutional innovation collectively form its core development pathway.