直播电商作为直播与电商的有机融合物，是由技术、媒介、平台、资本、企业和主播等因素协同驱动；得益于多种因素的驱动，我国直播电商行业正处于高速发展期。本文在分析直播电商的定义、优劣势的基础上，围绕直播电商产业链及其对零售业的影响进行重点剖析，并就直播电商行业的趋势进行分析与研究，旨在为直播电商行业的可持续健康发展提供借鉴和参考。

关键词：直播电商、产业链、零售业态、主播、多频道网络

As an organic fusion of live broadcasting and e-commerce, live broadcasting e-commerce is driven by technology, media, platform, capital, enterprise and anchor. Thanks to a variety of factors, China's live broadcasting e-commerce industry is in a period of rapid development. Based on the analysis of the definition, advantages and disadvantages of live e-commerce, this paper focuses on the live e-commerce industry chain and its impact on retail industry. The trend of live e-commerce industry is analyzed to provide reference for the sustainable and healthy development of live e-commerce industry.

Keywords: Live E-commerce, Industry Chain, Retail Format, Anchor, MCN