Research On “Live E-commerce” Mode Of Public Welfare Communication Of TV Station Under The Background Of COVID-19

Since the central government adopted the "guidance on promoting the integration and development of traditional and emerging media" in 2014," integration " has become the main theme of all kinds of media development.It has become one of the strategic priorities of traditional mainstream TV media transformation and upgrading.In 2020,our country ushered in the decisive year of building a well-off society in an all-round way,but the sudden outbreak of the new crown has dealt a heavy blow to the economic and social development of our country.TV media with important social responsibilities have discovered the great advantages of the "live e-commerce" model and developed and introduced it.Subsequently,TV stations at all levels throughout the country have carried out rich and diverse,individualized and targeted attempts,and finally achieved surprising practical results in the work of resuming production after the epidemic and precision poverty alleviation.TV stations have explored the application of the "live e-commerce" model to perform their public welfare functions,It endows e-commerce live broadcast with new public welfare propaganda,and also finds a new export for the reform and development of TV public welfare communication under the background of media integration.By using the method of literature,observation and case analysis,this study takes the "live e-commerce" model applied by TV station in public welfare communication as the research object,discusses the application significance and advantages of this model for the development of public welfare communication of TV station,combs the chain of operation mechanism of "live + e-commerce" mode,and analyzes its effect.Finally,summarizes the previous experience of the application of "live e-commerce" mode,and puts forward some suggestions for the risk to be avoided in the follow-up development.The study summarizes the following experiences: building a comprehensive integration and efficient operation platform is the basis of the development of TV public welfare communication "live e-commerce" model;catering to the audience is the fundamental direction of setting up the whole link;grasping the quality of products is the key to achieve the purpose of use;actively introducing "flow" is the magic weapon to achieve both economic and social benefits;making good use of e-commerce marketing means is a shortcut to improve quality and efficiency;implanting humanistic feelings and creating hot topics can give live broadcast more vitality;integrating and making rational use of resources to support the sustainable development of the model;constantly introducing new technology will maximize the positive communication effect.The study also pointed out that in the future development of TV public welfare communication application "live e-commerce" mode,attention should be paid to avoid excessive commercialization and entertainment,excessive pursuit of real-time effects,relaxation of offline service follow-up,the host’s location is vague,subject to third-party platforms,trapped in the inherent mechanism,fall into the "homogenization" trap several major risks.