随着互联网和信息技术的发展,自媒体直播带货凭借其直观性、趣味性、高性价比等优势异军突起。但作为一个新兴产业,其尚未形成完善的制度体系与行业规范,现存的不足之处更催生了诸多网络直播带货乱象,这对该行业的口碑及未来发展均产生了负面效应。故本文以自媒体直播带货为切入点,围绕主播个人素质与能力、直播模式与内容、商品质量与售后、观众黏性与流量变现等维度,对网络经济时代下自媒体直播带货的现实困境进行内容梳理与成因分析。并就此提出“提高门槛,加强管理”、“创新内容,突破传统”、“把控质量,提升服务”、“刺激消费,促进变现”等四条对应的优化策略,以期助力自媒体直播带货行业系统化、规范化、长远化发展。With the development of the Internet and information technology, self-media live delivery of goods has sprung up with its intuitive, interesting, cost-effective and other advantages. However, as an emerging industry, it has not yet formed a perfect system and industry norms, and the existing shortcomings have spawned a lot of online live broadcast with goods chaos, which has a negative effect on the reputation of the industry and future development. Therefore, this paper takes “self-media live delivery of goods” as the entry point, focuses on anchors’ personal quality and ability, live streaming mode and content, product quality and after-sales, audience stickiness and traffic realization and other dimensions, and combs the content and analyzes the causes of the realistic difficulties of “self-media live delivery of goods” in the era of network economy;and proposes “raising the threshold, strengthening management” and “innovating content”. This paper proposes four corresponding optimization strategies, such as “raising the threshold, strengthening management”, “innovating content, breaking through tradition”, “controlling quality, improvin
