Research On The Problems And Countermeasures Of Internet Celebrities' Live Delivery At E-commerce Platform

Live delivery has been produced for only a few years,but has gradually become almost household name.Live delivery industry has experienced a relatively short period of time,but has brought great economic and social impact.Among them,e-commerce platform as the origin of live delivery,e-commerce platform Internet celebrities as the head force of live delivery in the most prominent position at present.Since the outbreak of the New Coronary Virus Pneumonia in 2020,the home isolation policy has forced the growth of the e-commerce industry,and the depression of offline operation has made the live delivery of goods from choice to necessity for many businesses for a while.Multi-party capital and personnel join,make live broadcast Delivery industry explosive growth,but also exposed a variety of industry problems and loopholes.The first recipient e-commerce platform Internet celebrities' live delivery because of the important key position in the industry,especially worthy of attention.Starting from the background of the development of live delivery on e-commerce platform,this paper analyzes and studies the content of live delivery on a typical case of Taobao live broadcast platform,Li Jiaqi.Through the dual analysis of text content and data content,the structural characteristics of the live broadcast room are restored.It can be seen from the research that there are many marketing methods in the process of shopping festival,star cross-border,people-building and so on in the current e-commerce platform.In such features According to the interview of deep users,we can know that there are many problems such as long-term development power crisis,platform ecological imbalance and limited brand communication effect.In the process of live broadcast,there are also problems such as emotional incitement,inducing consumerism and causing cognitive bias.In addition,the crisis of innovation and legal risks within the industry also exist.Through the combination of background analysis,case study and interviews with senior users,the countermeasures are suggested on the basis of questions.In order to solve the problem,we need e-commerce platform,network anchor and national legislation to make joint efforts to make changes in marketing methods,platform ecology and so on,to promote the customer's shopping experience,and to convey the correct concept,to establish a professional image,to avoid sub-health development.National institutions can also make clear responsibility regulations and overall supervision for the whole platform and the whole industry chain.It is hoped that through this study,the suggestions put forward for the supervision of Internet celebrities' live delivery of e-commerce platform can correspond to the current situation of the industry and produce Real effects.