电商直播背景下产品定价问题研究

随着互联网技术的发展,直播模式成为电商经济新的增长点。在高速发展的同时,电商直播中的“翻车”事件也频频爆出。以电商直播背景下产品定价问题为研究对象,总结概括现有电商直播背景下产品定价的主要策略,深入剖析现有产品定价存在的问题以及产生的原因。最后从明确平台责任、加强行业自律、加大监管和处罚力度、提升消费者自我保护意识等方面提出对策建议。

Research on Product Pricing under the Background of E-commerce Live Streaming

With the development of internet technology, live broadcast mode has become a new growth point of E-commerce economy. With the rapid development, the "rollover" event of e-commerce live broadcast also broke out frequently. Taking product pricing under the background of E-commerce live broadcasting as the research object, the main strategies of product pricing under the background of E-commerce live broadcasting are summarized, an in-depth analysis of the existing product pricing problems and causes is made. Finally, countermeasures and suggestions are put forwardfrom the aspects of clarifying platform responsibilities, strengthening industry self-discipline, intensifying supervision and punishment, and improving consumers'' awareness of self-protection.