Research on The Development of Live Streaming Industry of E-business Under Web Celebrity Economy

Abstract

This paper starts with the framework of supply and demand to analyze the current situation of live streaming industry of e-business under web celebrity economy. The demand side is discussed from the perspective of users’ shopping demand, visualization ability of web celebrity and sinking structure of e-business. The supply side is analyzed by studying on merchants' cost structure and marketing expenses. Based on these, the author summarizes the structure of industrial chain and draws a detailed table of the benefit distribution mechanism of Kwai and Taobao live through calculation. Finally, this paper explores the future development trend of live streaming industry of e-business under web celebrity economy from the perspective of platform, commodity and MCN, and gets relevant conclusions, attempting to provide suggestions for industry practitioners.