摘要
直播电商是直播与电商的结合,它具有强有力的经济赋能作用,展现新经济特征。从本质来看,直播电商围绕“人、货、场”核心要素重构,优化“成本、效率、体验”系统目标,总体上是在技术赋能和消费升级背景下,融购物需求与情感需求于一体,建构“货到人”沉浸式商业场景,满足消费者购物、娱乐、社交多维一体需求。从行为逻辑来看,直播电商以触发消费者购买为目标进行场景构建,直接或间接优化了福格行为模型中的能力、动机、触发点三要素的条件,同时缩短消费者决策链路,有效挖掘显性和隐性需求。从产业逻辑来看,直播电商有效链接供应端与消费者从而缩短供应链路,同时精准匹配供需,助力客对商(C2B)、消费直连制造(C2M)产业链路建构,可有效解决传统电商商家、平台、消费者的诸多痛点。从趋势来看,直播货品无边界化、直播场景向全渠道渗透、头部主播品牌溢出、供应链多元塑造、行业竞争加剧、行业监管加强等趋势明显。随着行业规范化程度的不断提高,直播电商对产业变革、经济赋能以及社会影响效应还将不断增强。
Livestreaming e-commerce is the combination of livestreaming and e-commerce,which has strong economic empowerment and demonstrates the characteristics of new economy.In essence,livestreaming e-commerce focuses on the restructuring of core elements,such as“consumer,goods and shop”,to optimize the system goal of“cost,efficiency and experience”.In general,under the background of technology empowerment and consumption upgrading,it integrates shopping demand and emotional demand,constructs“goods to consumer”immersive business scene,and meets consumers'multidimensional needs of shopping,entertainment and social interaction.From the perspective of behavioral logic,livestreaming ecommerce builds scenarios with the goal of triggering consumers'purchase,directly or indirectly optimizes the three elements of ability,motivation and triggering point in Fogg Behavior Model,shortens consumers'decision-making links,and effectively excavates explicit and implicit needs.From the perspective of industrial logic,livestreaming e-commerce effectively links the supply side and consumers,shortens the supply chain,accurately matches the supply and demand,helps the construction of C2B(customer to business)and C2M(customer to manufacturer)industrial links,and effectively solves many pain points of businesses,platforms and consumers in traditional e-commerce.From the perspective of trend,there are obvious trends such as goods without boundaries,scenes penetrating into all channels,leading anchor brand spillover,diversified supply chain shaping,intensified industry competition,enhanced industry supervision and so on.With the continuous enhancement of industrial standardization,the role of livestreaming e-commerce in industrial transformation,economic empowerment and social impact will be further enhanced.
作者
王宝义
WANG Bao-yi(School of Transportation and Logistics Engineering,Shandong Jiaotong University,Jinan 250357,Shandong,China)
出处
《中国流通经济》
CSSCI
北大核心
2021年第4期48-57,共10页
China Business and Market
基金
山东交通学院博士科研启动基金项目“新零售背景下供应链变革与重构机制研究”(BS2018030)
山东交通学院“攀登计划”重点科研创新团队资助项目“交通运输一体化构建理论方法、政策机制与实践应用研究”(SDJ⁃TUC1803)。
关键词
直播电商
沉浸式
场景设计
决策行为
消费直连制造
livestreaming e-commerce
immersive
scene design
decision-making behavior
C2M
