Research On Transmission Characteristics?Problems And Countermeasures Of E-business Live Broadcasting

Since the development of network live broadcasting,it has been well integrated with many fields and has been successfully integrated with the e-commerce industry.The "live broadcasting + e-commerce" mode also timely makes up for the deficiency of e-commerce platforms in commodity display,making the relevant information of commodities more stereoscopic and intuitive,which greatly satisfies the users' demand for understanding of commodities before purchase and makes the shopping experience of users more real and interesting.E-commerce live broadcasting has brought hundreds of billions of sales to e-commerce platforms.Obviously,it is no longer just a little part of e-commerce platforms,but gradually becomes the main force of e-commerce platforms.Therefore,the analysis and research of e-commerce live broadcasting are of great academic value and practical significance.In this paper,the author expounds the definition,development course and present situation of e-commerce live broadcasting.Then the author uses communication theory to analyze communication mode of e-commerce live broadcasting,which is a mode takes the output of commodity information as the main part and the interaction of anchor users as the auxiliary part.In addition,the paper takes TAOBAO live broadcasting as a typical case to analyze the communicationcharacteristics of e-commerce live broadcasting in terms of communicator,form and content.What's more,the author also sorted out some urgent problems gradually exposed in the development process of the industry of e-commerce live broadcasting.For example,the marketing methods of live broadcasting platform like small coupon is too simple,and the attraction and transformation power of the hosts are gradually weakened.In view of these problems,some countermeasures and improvements are proposed for the future development of e-commerce live broadcasting,such as using VR and AR technology to innovate the gameplay in the live broadcasting room,and that hosts should enhance users' trust by learning and improving their live broadcasting ability.