Analysis Of Problems And Countermeasures Of E-commerce Live Broadcasting Operation On Douyin Platform

This article takes the Douyin platform as the research object,and through literature analysis and investigation and research,explores the problems in the development of Douyin e-commerce live broadcast and proposes corresponding optimization strategies.First,analyze the role played by "e-commerce + live broadcast" in current brand marketing,through the literature review,take the development of e-commerce live broadcast as an entry,and analyze the theoretical basis and development status of e-commerce live broadcast by combining communication,advertising,and marketing.Pave the way for the study of Douyin e-commerce live broadcast.Secondly,by analyzing the design of Douyin's own live broadcast function and the promotion of revenue generation methods,combined with the data obtained from the questionnaire survey,the problem of the Douyin platform in the operation of e-commerce live broadcast is summarized,and reasonable suggestions are put forward.This article contains six parts.The first part is the introduction,which mainly focuses on introducing the research background,research purpose and practical significance of the topic selected in this article.At the same time,combining the existing research results of communication scholars at home and abroad,clarify the research methods used in this article and the innovations in the topic selection.The second part is an overview of the related concepts,theoretical basis,background and development status of e-commerce live broadcast.The third part is to discuss the status quo of the operation and development of Douyin's e-commerce live broadcast platform,starting from the analysis of the commercial value of the Douyin platform,and introduce in detail the functions of Douyin's live broadcast,main account types and promotion and monetization models.The fourth part is research and design.The questionnaire is made by using questionnaire stars.By analyzing users' perception and usage of Douyin e-commerce live broadcast,combined with statistical data,the following text summarizes the problems in the development of Douyin e-commerce live broadcast,and proposes optimization strategies.Provide a richer perspective and argument support.The fifth part analyzes the problems in the operation of the Douyin e-commerce live broadcast platform from the three dimensions of the Douyin live broadcast ecological environment,content production and dissemination effects,and platform supervision.The sixth part is to address the issues raised in the fifth part,and give the strategy of optimizing the operation of the Douyin live e-commerce development platform.This article systematically and exhaustively expounds its development context and platform live broadcast operation issues through the research on Douyin platform e-commerce live broadcast,and puts forward optimization suggestions through investigation and analysis,aiming to provide more reference arguments for academic research on social e-commerce.And combined with Joshua Merowitz's "media scene theory",Randall Collins' "interactive ritual theory",John Fisk's "fan cultural economy",Barry Wilman's "networked individualism" and other theories The discussion is to promote the sound development of vibrato e-commerce live broadcast in the future by building a benign live broadcast ecological environment,promoting the professional production of content,and promoting the improvement of the regulatory system,and provide a new perspective for the academic community to study the live broadcast industry in depth.