随着网络直播和电商平台的发展，一方面，以网络红人为核心的网红经济模式不断发展完善，使低成本的流量变现成为可能；另一方面，在传统电商流量成本日益高昂且GMV转化率普遍不高的情况下，低成本低门槛的“直播+电商”模式却拥有超高的GMV转化率。本文针对网红经济下“直播+电商”模式及其发展优势和面临的问题进行了全面分析，并为其可持续发展提出了具体的创新策略。

关键词：网红经济、直播电商、MCN、创新、策略

With the development of network live broadcasting and e-commerce platform, on the one hand, the Internet celebrity economic model with the core of cyberstar is constantly developing and improving, which makes it possible to realize low-cost traffic; on the other hand, in the case of traditional e-commerce traffic cost is increasingly high and GMV conversion rate is generally not high, the “live broadcast + e-commerce” mode with low cost and low threshold has ultra-high GMV conversion rate. This paper makes a comprehensive analysis of the “live broadcast + e-commerce” mode and its development advantages and problems under the Internet celebrity economy, and puts forward specific innovation strategies for its sustainable development.

Keywords: Internet Celebrity Economy, Live E-commerce, MCN, Innovation, Strategy