关键词: 直播电商, 汽车营销, 跨界融合, 新媒体

Abstract:

Live-streaming e-commerce, as an emerging shopping model, empowers art and culture, offering not only a convenient shopping method and participatory consumer experience but also enhancing cultural identity and pride by showcasing domestic brands. It is a concrete manifestation of new quality productivity. At the 2023, National Conference on the Work of Public Communication and Culture, General Secretary Xi Jinping emphasized the need to firmly maintain cultural confidence, uphold openness and inclusiveness, and adhere to the cultural philosophy of integrity and innovation. These principles provide a rich theoretical basis and guiding principles for China's live-streaming e-commerce culture. Automotive live-streaming e-commerce, as a new track within this emerging model, has enormous potential and development space. However, it also faces challenges such as vulgar content, homogenized content, insufficient technology, after-sales service issues, and low consumer trust. The presence of these problems further highlights the importance of applying Xi Jinping Thought on Culture to guide the development of the live-streaming e-commerce industry. Automotive e-commerce is a trend; the integration of culture and art is the direction; and Xi Jinping Thought on Culture is the cornerstone. This article takes the JLIFE Livestream Studio as an excellent case to analyze the current status of China's automotive live-streaming e-commerce and provide certain suggestions for the future development of this field.

Key words: Live-streaming e-commerce, automotive marketing, cross-industry integration, new media