Research On The Problems And Countermeasures Of Rural E-commerce Live Broadcasting With Goods

With the rise of Internet technology and mobile social APPs,live broadcasting can be seen everywhere in daily life.The integrated development of live broadcasting and e-commerce has also spawned the e-commerce live broadcasting industry.At present,the phenomenon of live broadcasting with goods in rural areas is very common.Therefore,this paper studies the development status of live broadcasting with goods in rural e-commerce from the current hot topic of live broadcasting with goods.The emergence of live + e-commerce not only brings more levels of sales to the e-commerce platform,but also provides the audience with a new shopping experience.Live + e-commerce has gradually become an important means of marketing in the e-commerce field,and will continue to show an upward trend in the future.The common form of live broadcast with goods is that the anchor explains,tries on,tries on and tries out the products in the lens.Users interact while watching the live broadcast,and then place an order according to their own needs.This way is more authentic and interesting.Live broadcast is an inevitable development trend in the e-commerce field.This paper takes the live broadcast with goods mode as the starting point,discusses the survival status and existing problems of this mode in rural township areas,and puts forward optimization strategies to promote the better development of rural e-commerce.Zhili Town,Huzhou was selected as the research area.This area has the largest children’s clothing trading center in China.The competition in the e-commerce market is very fierce,and the e-commerce live broadcast is also very hot.The article first introduces the concepts and theories,lists the theories related to the research topics,and then expounds other related concepts.Later,it analyzes the current development status of e-commerce live goods in Zhili town from various aspects according to the survey results,and selects the anchor and e-commerce practitioners to investigate the live goods in this area,and collates the data to get the results.At the same time,it summarizes the problems existing in the live broadcast delivery behavior in this region from the aspects of live broadcast platform,anchor,products,e-commerce enterprises themselves and the external environment,and finally puts forward feasible countermeasures and suggestions according to the problems.The innovation of this paper is to study the phenomenon of live broadcasting with goods in Zhili Town,a developed area of e-commerce,which has strong practicality and regional representation;At the same time,the respondents of the questionnaire are the local anchor with goods.They are the most direct participants,and the data collection is persuasive.Although live broadcasting with goods has contributed to the sales volume of e-commerce,in fact,rural e-commerce practitioners are not deeply involved in live broadcasting e-commerce and do not pay enough attention to it.In some areas,there are still some problems,such as short duration of live broadcasting,low efficiency of carrying goods,scarce anchor professionals and so on.It is hoped that this article can provide some inspiration for rural e-commerce live broadcast practitioners and some suggestions for follow-up researchers.