抖音电商主播的直播话术分析

Analysis of the Live Talk of TikTok E-Commerce Anchors

摘要: 随着科技的不断进步，新媒体对大众消费观念的转变起到了很大的推动作用，电商直播行业借此东风蓬勃发展。抖音电商在2023年上半年实现了从社交到电商的成功转变，目前，抖音的日活跃用户数量最多。语言作为交流工具在电商直播间中发挥着主要作用。本文通过对抖音电商主播的直播话术分析，探究话术特点，为抖音电商主播的直播话术发展提供可行性建议。

Abstract: With the continuous progress of science and technology, new media has played a great role in pro-moting the transformation of the concept of mass consumption, and the e-commerce live broadcast industry has flourished. TikTok e-commerce achieved a successful transformation from social to e-commerce in the first half of 2023. At present, TikTok has the most DAU. As a communication tool, language plays a major role in the e-commerce live broadcast room. This article explores the char-acteristics of TikTok e-commerce anchors through the analysis of live speech, and provides feasible suggestions for the development of TikTok e-commerce anchors.