淘宝直播平台自从2016年试运营以来，一直受到用户追捧，目前有许多主播通过直播达成的销售额已经过亿；电商+网络直播的形式打破了既往搜索交易的局限性，使网络购物慢慢兼具实体特性。本文从淘宝直播的现状、营销模式、存在的问题及应对策略等方面，对淘宝直播的营销模式进行了深入研究和探讨。

关键词：淘宝直播、主播、变现模式、营销模式

Since its trial operation in 2016, the Taobao live broadcast platform has been sought after by users. At present, many anchors have achieved sales of over 100 million yuan through live broadcasts. The form of e-commerce + webcast breaks the limitations of previous search transactions, and makes online shopping gradually present physical characteristics. This article conducts an in-depth study and discussion on the marketing model of Taobao Live from the current situation, marketing model, existing problems and countermeasures.

Keywords: Taobao Live Broadcast, Anchor, Monetization Model, Marketing Model