摘 要：
随着互联网技术的飞速发展，直播电商已成为新兴的商业模式，迅速改变着传统零售行业的结构和运营方式。本研究以直播电商生态圈为研究对象，旨在探究其价值链的重构过程及利益分配机制。通过对直播电商平台、主播、供应商及消费者等主要参与者的深入分析，本文揭示了直播电商价值链的新特征及其对各利益主体的影响。研究采用案例分析法，选取具有代表性的直播平台进行实证研究，结果表明，直播电商在重构传统价值链的同时，促进了资源的高效整合与配置。直播方式的引入不仅增强了消费者体验，提高了消费者参与度，还通过数据分析和精准营销，为企业带来了更高的转化率和销售额。此外，本研究还探讨了在直播电商模式下，各参与者利益分配的公平性问题，并提出了优化建议，以期实现利益相关者的可持续发展。本研究对理解和把握直播电商发展趋势，优化电商生态系统具有重要的理论和实践意义。研究背景：互联网技术的发展带动了直播电商的兴起。研究方法：采用案例分析法，对代表性的直播平台进行实证研究。研究结果：直播电商重构了传统价值链，提高了资源利用效率和销售表现。研究意义：为直播电商的发展趋势提供理论支持，促进电商生态系统的优化。
关键词：直播电商；价值链重构；利益分配；生态圈
Abstract:
With the rapid development of Internet technology, live-streaming e-commerce has emerged as an innovative business model, swiftly transforming the structure and operational modes of the traditional retail industry. This study focuses on the live-streaming e-commerce ecosystem, aiming to explore the process of its value chain reconstruction and the mechanism of benefit distribution. Through in-depth analysis of key participants, including live-streaming e-commerce platforms, anchors (influencers), suppliers, and consumers, this paper reveals the new characteristics of the live-streaming e-commerce value chain and its impacts on various stakeholders. Utilizing a case analysis method, this study conducts empirical research on representative live-streaming platforms. The results indicate that live-streaming e-commerce not only reconstructs the traditional value chain but also promotes efficient resource integration and allocation. The introduction of live-streaming methods enhances consumer experiences, increases consumer engagement, and, through data analysis and precision marketing, drives higher conversion rates and sales for enterprises. Furthermore, this study explores the fairness of benefit distribution among participants in the live-streaming e-commerce model and proposes optimization suggestions to achieve sustainable development for stakeholders. This research holds significant theoretical and practical implications for understanding and grasping the development trends of live-streaming e-commerce and optimizing the e-commerce ecosystem. Research Background: The development of Internet technology has spurred the rise of live-streaming e-commerce. Research Method: A case analysis method was employed to conduct empirical research on representative live-streaming platforms. Research Results: Live-streaming e-commerce has reconstructed the traditional value chain, improving resource utilization efficiency and sales performance. Research Significance: This study provides theoretical support for the development trends of live-streaming e-commerce and facilitates the optimization of the e-commerce ecosystem.
Keywords: Live-streaming e-commerce;Value chain reconstruction;Benefit distribution;Ecosystem
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