| Under the influence of multiple factors such as information globalization,economic globalization and consumption transformation and upgrading,live streaming e-commerce has been rapidly integrated into residents’ lives,which not only changes the traditional sales mode,enables operators to face various needs of consumers,promotes the continuous upgrading of products,but also promotes the integrated development with the living service industry,industrial supply chain and other industries.Promote the combination of online drainage and physical consumption.Under the tide of digitization and technology,live streaming ecommerce is activating the tide of consumption and becoming a new breakthrough in China’s industrial transformation and upgrading.Located in the hinterland of China,the Central Plains Urban agglomeration is the "microcosm area" of national economic and social development,which undertakes the important goal of modernization development.However,for a long time,the development of Central Plains urban agglomeration mainly relies on the development of human resources and natural resources.The industrial structure supporting the cities in the urban agglomeration has a certain convergence,the lack of reasonable division of labor and cooperation between industries,and the proportion of high-tech industries and various emerging industries is not high.Therefore,exploring the spatial differentiation pattern and internal mechanism of live streaming ecommerce in Central Plains Urban agglomeration is a necessary condition for improving the development of e-commerce industry in urban agglomeration in the future.Based on this,this study takes live streaming ecommerce anchors in Central Plains urban agglomeration as the research object,and divides them into 6fields according to the attributes of anchors: talent skills,science and technology education,home life,hilarious entertainment,daily leisure,appearance level and fashion,and discusses their development level from the quantity and quality of live streaming e-commerce anchors.Firstly,the development level of live streaming e-commerce in Central Plains urban agglomeration was analyzed as a whole.Secondly,the number and quality of live streaming e-commerce anchors were fitted linearly by using the rank-scale rule,Gini coefficient and concentration index to judge the inter-regional equilibrium degree of each index.Thirdly,the natural break classification method and kernel density method were used to analyze the spatial differentiation pattern and spatial agglomeration of the quantity and quality of live streaming e-commerce anchors.Finally,based on the research results of live streaming e-commerce quality in urban agglomerations and combined with possible influencing factors,this paper explores the influencing factors of live streaming e-commerce quality in Central Plains urban agglomerations,and explores how to improve the development level of live streaming e-commerce in the region.The main conclusions are as follows:(1)From the overall characteristics of the city,Zhengzhou is in absolute advantage in all fields,but it occupies the largest proportion in the field of science and technology education;Xingtai has obvious advantages in the field of appearance level fashion,which reflects the characteristics of young and trendy live streaming e-commerce anchors in Xingtai,Shangqiu has an outstanding performance in the field of funny entertainment,which indicates that the live streaming e-commerce anchors in Shangqiu attract the attention of fans by using the style of relaxed entertainment.Anchors in Luoyang and Nanyang attract fans with their special talents and skills.(2)From the perspective of rank-size rule,the curve equations of the quantity and quality of live streaming e-commerce anchors all conform to the rank-scale law,and the Ziv index of the whole and all fields is less than 1,reflecting that the overall structure is not an ideal balanced structure.From the curve of the overall quantity and quality of live streaming e-commerce anchors,the scatter distribution of all cities presents a state of sparse "head",dense "middle" and "tail",which means that the differentiation at both ends is serious.Cities with very high quality and very low quality exist simultaneously,indicating that there is a fault in the representation grade distribution.(3)From the characteristics of unbalanced development,the Gini coefficients of the overall quantity and quality of live streaming e-commerce anchors are both below 0.6,indicating that the concentration of live streaming e-commerce industry in Central Plains urban agglomeration is not strong,and the gradient difference between regions is not obvious.In terms of concentration index,Zhengzhou ranks first,taking up more than 1/5 of the share.It can be seen that Zhengzhou has high advantages of innovation and talent gathering,which makes the live streaming e-commerce industry develop rapidly.However,Shangqiu,Nanyang,Fuyang and other places with high concentration index ranking are good at seizing the development opportunities of new industries,enabling the development of live streaming e-commerce industry.(4)From the perspective of spatial distribution characteristics,there is only one high-value area in Zhengzhou,and most of the high-value areas are adjacent to Zhengzhou or located in the boundary area of urban agglomeration.These cities have certain resource advantages,but their scale needs to be further improved to narrow the gap with the first city,Zhengzhou.However,low-value areas have a large number of low value areas,most of which are located in the northwestern and northeastern fringe areas.The resource conditions and economic strength of these areas are weaker than those of other regions,so they receive great resistance in the process of cultivating live streaming e-commerce.(5)From the perspective of spatial agglomeration characteristics,the overall spatial pattern is set off by the continuous distribution of medium and low density,and a high-density agglomeration center is formed with Zhengzhou as the core and radiates to the surrounding cities,especially to the east and north.However,Kaifeng,Xuchang,Jiaozuo and other cities close to Zhengzhou are all in low-density areas,and these cities have poor economic strength and weak e-commerce atmosphere.Although they are affected by Zhengzhou,the industry has not been developed due to their weak business awareness of live streaming e-commerce.(6)From the perspective of influencing factors of the level of live streaming e-commerce,the spatial differentiation pattern of the quality of live streaming e-commerce anchors in Central Plains urban agglomeration is mainly affected by quantitative factors such as entrepreneurial environment support,information development level and population quality level.Meanwhile,from the perspective of qualitative analysis,such factors as talent driven,directly operated products,infrastructure and governments at all levels also play a certain promoting role.This study takes the attribute data of Douyin e-commerce anchors as the measurement index,deeply analyzes the development level of live streaming e-commerce in Central Plains urban agglomeration,and compares and analyzes the live streaming e-commerce data under the new model with the traditional ecommerce data,so as to provide strong basic support for in-depth understanding of the difference in the development level of live streaming e-commerce in Central Plains urban agglomeration. |
PDF Full Text Request