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Analysis of The Problems Existing in Network Live Broadcast

机译：网络直播中存在的问题分析

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Internet live broadcast marketing (LBM) is an important form of product exchange in the era of post Covid-2019, and it is the fifth revolution of retail industry characterized by “new retail”. From the process of evolution and development of webcast, this paper systematically analyzes the characteristics of LBM with empirical research methods, as well as imbalance of the input and output of LBM, the “high income but low ability” of the anchors, and suspected false propaganda. This paper is aimed to analyze the specific cases from the perspective of “people, goods and markets” in terms of the unique laws of retail industry, using the traditional “4P” theory of marketing management and the new thinking of marketing 4.0 in the digital era, and to put forward specific suggestions. Meanwhile, this paper will start from the status quo of the most important core element of LBM - anchor talent, and suggests some specific training programs for the improvement of the anchor talent. Based on McKinsey’s China Research Report, this study also analyzes the trend from global supply-chain to regional evolution in the era of post Covid-2019, especially the characteristics of gradually increasing trade interdependence between Southeast Asian countries. It is suggested that colleges and universities should speed up the cultivation of interdisciplinary anchor talents with both “bilingual” skills and marketing knowledge, to promote the development of LBM in Southeast Asian countries. Finally, this study gives specific suggestions on the establishment and improvement of laws and regulations in the live broadcast economy, to call on the attention of the government agencies, and lead the live broadcast economy to the track of sustainable development.
机译：互联网直播营销（LBM）是Covid-2019年代时代的重要形式的产品交换形式，它是零售业的第五次革命，其特征是“新零售”。从进展和开发的过程中，本文系统地分析了利用实证研究方法的LBM的特点，以及LBM的输入和输出的不平衡，“高收入但低能力”的锚，并怀疑虚假宣传。本文旨在通过传统的“4P”营销管理理论与数字营销管理理论和营销4.0的新思路，分析“人，商品和市场”视角分析了“人，商品和市场”的观点。时代，并提出了特定的建议。同时，本文将从LBM锚天才最重要的核心元素的现状开始，并为改善锚天才的一些具体培训计划。基于麦肯锡的中国研究报告，本研究还分析了全球供应链对地区进展的地区演变的趋势，尤其是东南亚国家逐步增加贸易相互依赖的特点。建议，大学和大学应加快跨学科锚定人才的培养，以“双语”技能和营销知识，促进东南亚国家的LBM发展。最后，本研究规定了有关在现场广播经济中的法律法规的建立和改进的具体建议，呼吁政府机构的注意，并领导现场广播经济到可持续发展。

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