摘要
随着直播电商行业的普及与升温,以央视新闻为代表的主流媒体积极投身直播带货行业,借助自身强大的影响力,巧妙地融合文化性与娱乐性,实现社会效益与经济效益相统一。然而,当前主流媒体直播带货也出现创新不足、流量壁垒无法突破及产业链构建不畅等问题,需要从创新驱动、公信力建设和产业链构建三个维度进行系统性优化,构建具有主流媒体特色的直播电商新生态。
With increasing popularity of live-streaming e-commerce,mainstream media,represented by China Central Television(CCTV),have actively engaged in live-streaming e-commerce.Leveraging their strong influence and effectively integrating cultural and entertainment elements,mainstream media have achieved both social and economic benefits.However,current live-streaming e-commerce by mainstream media face several challenges,including insufficient innovation,inability to break through traffic barriers,and an underdeveloped industrial chain.This paper proposes systematic optimization suggestions from three dimensions including innovation-driven strategies,credibility building,and industrial chain construction,to build a new ecosystem of live-streaming e-commerce with the characteristics of mainstream media.
作者
李姗姗
项梦鑫
Li Shanshan;Xiang Mengxin(School of Journalism and Communication,Luoyang Normal University,Luoyang 471934,China;College of Humanities,Jianghan University,Wuhan 430056,China)
出处
《洛阳师范学院学报》
2025年第6期94-96,共3页
Journal of Luoyang Normal University
基金
河南省高等教育教学改革研究与实践项目(2024SJGLX1099)
河南省本科高校产教融合研究项目(教办高〔2024-13-132〕)。
关键词
主流媒体
直播带货
优化路径
mainstream media
live-streaming e-commerce
optimization pathway
