淘宝直播存在的问题及对策研究【摘要】在消费升级的背景下，随着互联网的高速发展，将直播与电商融合的新型商业模式快速崛起，电商直播成为了各大电商平台的标配。本文以淘宝直播为研究对象，简述了淘宝直播的概念界定、发展历程、特点及现状后，用文献研究法、案例分析法和归纳分析法具体分析了淘宝直播目前存在的问题，如淘宝主播有虚假宣传和夸大宣传现象、淘宝直播内容存在同质化现象、产品质量得不到保障、淘宝直播流量竞争大等问题。针对这些问题，对淘宝直播的未来发展提出了一些如注重培养专业主播、提高直播内容质量、加强商品质量管理和提倡用户参与监督、扶持腰部主播等相应的对策。【关键词】淘宝直播；主播；监管；转化率Research on the problems and Countermeasures of Taobao live broadcast[Abstract] In the context of consumption upgrading, with the rapid development of the Internet, the new business model integrating live broadcast and e-commerce is rising rapidly. And e-commerce live broadcast has become the standard configuration of major e-commerce platforms. This paper takes Taobao live broadcast as the research object, briefly describes the definition, development process, characteristics and current situation of Taobao live broadcast, and then analyzes the current problems of Taobao live broadcast with the methods of literature research, case analysis and inductive analysis.Such as the phenomenon of false propaganda and exaggeration of Taobao anchor, the phenomenon of homogeneity of Taobao live broadcast content, the guarantee of product quality, Taobao live broadcast There is a big competition for live broadcast traffic. In view of these problems, this paper puts forward some corresponding countermeasures for the future development of Taobao live broadcast. Such as paying attention to the cultivation of professional anchors, improving the quality of live broadcast content, strengthening commodity quality management, advocating...
