基于直播电商产业链的东方甄选带货现象研究

Study on Oriental Selection Based on Live-Commerce Industry Chain

摘要: 东方甄选是新东方在抖音开设的直播带货账号。随着东方甄选的爆火，电商直播的新模式–知识型带货应运而生。文化的注入，无疑会进一步提升直播行业的生机和生命力。直播电商作为新型的商业模式，在为增加就业、扩大内需、促进数字经济发展等方面发挥积极作用的同时，直播电商产业链也初具雏形，整个产业链的整体效应逐步凸显。本文以东方甄选为例，从直播电商产业链的角度分析直播电商行业中的“人货场”，探讨直播电商产业链发展的机遇与空间，提高其核心竞争力。

Abstract: Oriental Selection is the live broadcast account of New Oriental in Douyin. With the bursting of Oriental Selection, the new model of live-streaming, live commerce based on knowledge, came into being. The injection of culture will undoubtedly further enhance the vitality of the live broadcast industry. As a new type of business model, the live commerce has played an active role in order to increase employment, expand domestic demand, and promote the development of the digital economy. The live e-commerce industry chain has begun to take shape, and the overall effect of the entire industrial chain has gradually become highlighted. From the perspective of the live-commerce industry chain, this article takes Oriental Selection as an example, analyzes the “people-product-place” in the live commerce industry, explores the opportunities and space for the development of the live commerce industry chain, and improves its core competitiveness.