摘 要
随着新冠疫情袭扰全国，网红直播带货受到我国民众的广泛重视。
相比于其他消费方式而言，由于通过网红主播对于各品类商品的详细
介绍，极大的减少了消费者搜寻产品信息以及做出购买决策的时间，
网红直播带货一时带来了巨大的经济收益。但网红直播带货行业在高
速发展的同时也暴露了例如消费者时间成本过高、网红数据造假、平
台监管力度不够诸多问题。这些问题如果不能得到及时解决，不仅会
侵害消费者权益，同时也会影响该行业的持续健康发展。
在此背景下本文以 4C 营销理论作为理论基础，将影响网红直播
带货的各项因素结合 4C 营销理论各个维度进行归类。通过实证研究
的方式对网红直播带货行业的现状进行剖析，对其优势进行归纳，对
其问题进行总结并提出相关建议。本文通过发放问卷并回收筛选有效
问卷534 份，通过SPSS26.0对调查问卷进行描述性分析、信度效度
校验、相关分析等方式对影响网红直播带货的因素进行归纳，在此基
础上通过矩阵分析的方式将上述因素分为核心优势、亟待解决、需要
留意以及传播过度四个类别，将各因素更直观的呈现出来。
研究结论表明：直播间产品信息的丰富性、同类产品价格低于其
他渠道、网红主播的个人独特魅力以及直播间的沟通氛围等是网红直
播带货行业发展的优势所在；主播素质良莠不齐、消费者时间成本过
高、平台监管力度不够、物流售后体系不完善、直接双向沟通较少则
是此次研究中所暴露出来的重点问题，也是网红直播发展亟待解决的
方面。
对于上述发现的问题，结合已有文献基础以及相关资料，本研究
分别从社会、直播平台、网红主播以及消费者四个角度提出相关解决
方案，希望为该行业持续健康发展提出行之有效的建议。
关键词：4C营销理论；网红直播带货；营销策略
I

ABSTRACT
With COVID-19 harassing the whole country, the Red Net live with
goods has been widely valued by our people. Compared with other
consumption methods, due to the detailed introduction of various
categories of goods through the webcast anchor, the time for consumers to
search for product information and make purchase decisions is greatly
reduced, and the webcast with goods has brought huge economic benefits.
However, with the rapid development of the online live broadcasting
industry, many problems have been exposed, such as the high time cost of
consumers, the counterfeiting of online red data and the insufficient
supervision of the platform. If these problems can not be solved in time,
they will not only infringe on the rights and interests of consumers, but also
affect the sustainable and healthy development of the industry.
In this context, this paper takes 4C marketing theory as the theoretical
basis, and classifies the factors affecting the delivery of online Red live
broadcast combined with all dimensions of 4C marketing theory. Through
the way of empirical research, this paper analyzes the current situation of
the online live broadcasting industry, summarizes its advantages,
summarizes its problems and puts forward relevant suggestions. In this
paper, 534 valid questionnaires were distributed and collected, and the
factors affecting the delivery of online live broadcasting were summarized
by means of descriptive analysis, reliability and validity verification and
correlation analysis of the questionnaire through spss26.0. On this basis,
the above factors were divided into four categories: core advantages, urgent
solutions, attention and excessive dissemination by means of matrix
II

analysis, Present the factors more intuitively.
The research conclusion shows that the rich product information in
the live broadcasting room, the lower price of similar products than other
channels, the unique charm of the online Red anchor and the
communication atmosphere in the live broadcasting room are the
advantages of the development of the online Red live broadcasting industry;
The key problems exposed in this study are the uneven quality of anchors,
the high time cost of consumers, the insufficient supervision of the
platform, the imperfect logistics after-sales system and less direct two-way
communication, which are also the aspects to be solved urgently in the
development of online Red live broadcasting.
For the problems found above, combined with the existing literature
basis and relevant data, this study puts forward relevant solutions from the
four perspectives of society, live broadcasting platform, online Red anchor
and consumers, hoping to put forward effective suggestions for the
sustainable and healthy development of the industry.
Keywords: 4C marketing theory; Internet celebrity live-stream shopping;
marketing strategy
III
。。。以下略