经济视角下直播电商对实体商业的影响机理研究

• 作者： 徐芝达 ¹
• 作者单位：
  1.  云南滇中城市建设投资开发有限责任公司
• 发布时间：2024-10-17

摘要: 随着直播电商的日益普及，直播电商为生产厂商带来了极大的市场拓展空间，同时也为消费者带来了更为便捷和高效的购物体验。因此，越来越多的消费者逐渐从实体店消费转向线上购物。商业起源于商品交换，从生产、交换、消费视角解析，运用数理推导说明直播电商技术的出现，推动了产品交易成本的降低，进而促使产品的均衡价格下降，供给和消费的均衡数量增加，有利于促进商业效率的提高。在直播电商对实体商业的替代效应作用下，消费者到实体店消费的交易量减少致使实体商业的需求萎缩，这是在技术推动下不可逆转的产业结构调整的演变过程。面对直播电商带来的挑战，实体商业应积极应对，转变经营理念，主动适应新的商业模式，更好地为顾客提供线上线下融合的产品与服务，推动商业产业实现新发展。

Abstract: As live streaming e-commerce becomes increasingly popular, it has brought signifi cant market expansion opportunities for manufacturers and provided consumers with more convenient and efficient shopping experiences. Consequently, more and more consumers are gradually shifting from physical stores to online shopping. Originating from commodity exchange, from the perspectives of production, exchange, and consumption, the emergence of live streaming e-commerce technology is explained. It is shown through mathematical deduction that this technology reduces the transaction costs of products, thereby promoting a decrease in the equilibrium prices of products, an increase in the equilibrium quantity of supply and consumption, and facilitating the improvement of business efficiency. Under the substitution eff ect of live streaming e-commerce on physical commerce, the decrease in transaction volume of consumers shopping at physical stores leads to a decline in the demand for physical commerce, and this is an irreversible evolution process of industrial restructuring driven by technology. Faced with the challenges brought by live streaming e-commerce, physical commerce should proactively respond by transforming its business philosophy, actively adapting to new business models, providing customers with better products and services that integrate online and offl ine channels so as to promote the new development of the commercial industry.

• 分类： 应用经济学 >> 贸易经济
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第8期
• 引用： PSSXiv:202410.01500 (或此版本 PSSXiv:202410.01500V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.08.010
  CSTR:32012.36.PSSXiv.202410.01500
• 推荐引用方式： 徐芝达.经济视角下直播电商对实体商业的影响机理研究.中国商论,2024(8).[DOI:10.19699/j.cnki.issn2096-0298.2024.08.010] (点此复制)