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论文编号：	15246
作者编号：	2320223840
上传时间：	2024/12/17 10:31:11
中文题目：	D平台对中小电商达人主播的培养现状及策略优化
英文题目：	The current situation and strategy optimization of D platform''''''''s cultivation of small and medium-sized e-commerce anchors
指导老师：	李凯
中文关键字：	平台电商； 电商主播； 中小电商达人主播 ；培养策略
英文关键字：	Platform e commerce e commerce anchors small and medium sized influencers cultivation strategies
中文摘要：	D平台自2016年上线以来快速发展，在直播电商平台中有举足轻重的地位。本文研究的主体为中小电商达人主播，指在电商平台上粉丝基础和影响力都相对较小的直播带货主播。对其进行成长引导在促进平台经济发展，提升就业及加速经济转型方面有重要意义。同时，本研究在一定程度上为学术界提供了来自行业的新视角。 本文通过对直播电商达人生态的研究，确定中小电商达人主播在电商平台生态中的定位为用户消费内容载体贡献者，平台因用户注意力及购买行为与主播产生互惠。针对现有研究文献梳理后认为消费者行为理论，经验学习理论及目标设定理论有助于引导中小电商达人主播的培养。同时，本文通过分类分型的方法发现，各分类分型主播之间的需求及能力存在较大差异。而通过实证分析及案例研究，将主播分为头部主播，次头部主播与腰部主播三种，并通过对比的方式阐述三种层级主播的经营现状与培养方案。通过系统性的分析D平台电商达人培养策略现状，发现现行策略存在如下问题：（1）未关注主播经营能力的提升；（2）缺乏有效的经验分享机制；（3）目标设定仅关注GMV且缺乏长期视角。 结合上述理论与分析提出本文的策略优化建议：（1）以消费者行为理论为基础帮助中小电商达人主播构建基础理论认知；（2）通过经验分享机制提升中小电商达人主播学习效率；（3）为主播设置合理的目标与过程指标。 通过实验验证本文提出的D平台对中小电商达人主播培养策略优化建议有效，整合的学习资料与有效的信息分享机制及合理的任务目标设计是相对有效的。同时，实验也存在实验方法、实验周期与实验对象上的缺陷，后续仍有较大升级空间。
英文摘要：	Since platform D was launched in 2016, it has developed rapidly. The subject of this issue is small and medium-sized e-commerce influencers, referring to live-streaming e-commerce anchors with relatively small fan bases and influence on the e-commerce platform. Guiding their growth is of great significance in promoting platform economic development, enhancing employment and accelerating economic transformation. At the same time, this research provides a new perspective from the industry to the academic community to a certain extent. Through the research on the live-streaming e-commerce influencer ecosystem, this issue determines that the positioning of small and medium-sized e-commerce influencer anchors in the e-commerce platform ecosystem is contributors of user consumption content carriers. The platform has a reciprocal relationship with anchors due to user attention and purchasing behavior. After sorting out existing research literature, it is believed that consumer behavior theory, experiential learning theory and goal setting theory are helpful in guiding the growth of small and medium-sized e-commerce influencer anchors. At the same time, through the method of classification and typing, this paper finds that there are great differences in the needs and abilities of anchors in different classifications and types. Through empirical analysis and case studies, anchors are divided into three types: top anchors, sub-top anchors and mid-level anchors, and the business status and training plans of anchors at three levels are expounded through comparison. Through a systematic analysis of the current situation of the training strategy for e-commerce influencers on platform D, the following problems are found in the current strategy: (1) Failure to pay attention to the improvement of anchors' business capabilities; (2) Lack of an effective experience sharing mechanism; (3) Goal setting only focuses on GMV and lacks a long-term perspective. Combining the above theories and analyses, this paper puts forward strategy optimization suggestions: (1) Helping small and medium-sized influencer anchors build basic theoretical cognition based on consumer behavior theory; (2) Improving the learning efficiency of small and medium-sized anchors through an experience sharing mechanism; (3) Setting reasonable goals and process indicators for anchors. The experiment verifies that the optimization suggestions for the growth strategy of small and medium-sized e-commerce influencers on platform D proposed in this paper are effective. The integrated learning materials, effective information sharing mechanism and reasonable task goal design are relatively effective. At the same time, the experiment also has defects in experimental methods, experimental periods and experimental objects, and there is still much room for improvement in the future.
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