摘 要
本文系统探讨了直播带货营销模式的定义、特点、市场规模及其对电商行业的影响，同时深入分析了该模式存在的规范性问题，并提出了相应的对策。直播带货作为一种新兴的电商营销模式，以其互动性强、直观展示产品等优势，迅速扩大了市场规模，促进了电商销售额的增长，改变了消费者的购物习惯，并推动了电商生态链的全面发展。然而，该模式在快速发展中也暴露出售后服务不到位、夸大宣传与误导、自律机制缺失以及价格战激烈等规范性问题，这些问题不仅损害了消费者的权益，也制约了行业的健康发展。针对这些问题，本文建议加强客服团队建设，建立售后服务标准及优化退换货流程，同时建立严格的审核机制和制定行业自律规范，以推动差异化竞争，共同促进直播带货营销模式的规范化、可持续发展。本研究旨在为直播带货行业的监管者、电商平台及从业者提供理论支撑与实践指导。
关键词：直播带货;营销模式;规范性
Abstract
This paper systematically discusses the definition, characteristics, market size and its impact on the e-commerce industry, and deeply analyzes the normative problems existing in the model, and puts forward the corresponding countermeasures. As an emerging e-commerce marketing model, live streaming, with its advantages, has rapidly expanded the market scale, promoted the growth of e-commerce sales, changed the shopping habits of consumers, and promoted the comprehensive development of e-commerce ecological chain. However, in the rapid development of this model, normative problems such as inadequate after-sales service, exaggerated publicity and misleading, lack of self-discipline mechanism and fierce price war. These problems not only damage the rights and interests of consumers, but also restrict the healthy development of the industry. In view of these problems, this paper suggests to strengthen the construction of customer service team, establish after-sales service standards and optimize the return and exchange process, and establish a strict audit mechanism and formulate industry self-discipline norms, so as to promote differentiated competition, and jointly promote the standardized and sustainable development of the live broadcast marketing model. This study aims to provide theoretical support and practical guidance for regulators, e-commerce platforms and practitioners in the live streaming industry.
Keywords：Live delivery with goods; marketing model; normative
目 录
引 言 1
第一章 直播带货营销相关概述 2
1.1 直播带货营销的定义 2
1.2 直播带货营销的特点 2
1.3 直播带货营销的市场规模 3
第二章 直播带货营销模式对电商行业的影响 4
2.1 促进电商销售额增长 4
2.2 改变消费者购物习惯 4
2.3 推动电商生态链发展 4
第三章 直播带货营销模式的规范性问题 6
3.1 售后服务不到位 6
3.1.1 售后服务态度差 6
3.1.2 退换货流程繁琐 6
3.2 夸大宣传与误导 6
3.3 自律机制缺失 7
3.4 价格战激烈 7
第四章 直播带货营销模式规范性问题的对策 9
4.1 加强客服团队建设 9
4.1.1 建立售后服务标准 9
4.1.2 优化退换货流程 9
4.2 建立严格的审核机制 10
4.3 制定行业自律规范 10
4.4 推动差异化竞争 10
结 论 12
参考文献 13
致 谢 14
