直播电商环境下员工激励策略对绩效提升的作用研究

Research on the Role of Employee Incentive Strategies in Performance Enhancement in Live-Streaming E-Commerce Environment

摘要: 直播电商作为数字经济时代的新兴业态发展快速，对员工激励策略提出了更高要求，直播电商企业通过构建薪酬激励、成长激励与文化激励三类策略体系，在改善工作状态、提升专业能力、强化组织认同等路径上对企业绩效产生了积极作用。企业需要结合行业特性与员工需求构建科学合理的激励体系，充分发挥激励策略对绩效提升的促进作用。

Abstract: As an emerging business model in the digital economy era, live-streaming e-commerce has imposed higher requirements on employee incentive strategies due to its rapid development. Live-streaming e-commerce enterprises construct a three-dimensional incentive system comprising compensation incentives, career development incentives, and corporate culture incentives, which positively impacts corporate performance through pathways including improving work performance, enhancing professional capabilities, and strengthening organizational commitment. Enterprises should establish scientific and reasonable incentive systems tailored to industry characteristics and employee needs, fully leveraging the promotional role of incentive strategies in performance enhancement.