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Research on the Current Situation and Optimization Countermeasures of China's E-commerce Live Streaming

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DOI: 10.23977/FEIM2020.010


Min Qian, Huimin Yang

Corresponding Author

Min Qian


With the saturation of China's online shopping market, competition among major e-commerce enterprises has become increasingly fierce, and the disadvantages of the previous marketing methods become prominent. Webcasting has attracted the attention of e-commerce platforms because of the advantages such as authenticity, interactivity and entertainment, so e-commerce live streaming has gradually come into sight. However, as an emerging method of marketing, still has many problems yet to be solved. Based on the current situation of e-commerce live streaming in China, the existing problems were analyzed and summarized in the paper, and the corresponding optimization countermeasures were put forward in order to provide reference for e-commerce enterprises.


E-commerce, Live Streaming, E-marketing

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