A Dissertation Submitted to Guangdong University of Technology
for the Degree’s Master of Engineering
(Master of Business Administration)
Research on Merchant Operation Mode Optimization of
Y Platform of Non-standard Live Streaming
E-commerce
Candidate:Feng Lu
Supervisor: Liu Hongwei
June 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520

摘要
摘要
随着新型消费快速发展，非标品电商平台刷单、刷评论、售假等信用问题突显，
在激烈的竞争下，腰部、尾部平台生命殆尽。究其原因主要是平台营收失衡，大笔烧
钱推广后，无法实现自身盈利；商户畸形发展，数据造假骗取平台资源、消费者信任，
售卖假货、虚假宣传，扰乱市场秩序。这些现象导致消费者、平台、商户三方出现信
任危机。为了维护非标品电商平台口碑，提高平台盈利能力，平台必须解决非标品行
业痛点——打假保真，为商户和用户创造一个诚信公平的交流、交易环境。
近年来，Y平台市场份额被蚕食，商户流失率高，平台总交易量有下降趋势。针
对 Y平台的商户运营模式存在的问题，作者提出要从以下五点进行优化：一是优化平
台经营目标，以平台营收和 ROI为核心指标；二是提高平台流量分发规则复杂性，通
过商户成长体系、直播间等级、头部商户通道、非头部商户对赌方式分散平台流量导
入不同直播间；三是提高商户入驻门槛，建立推荐担保入驻制度，加强商户资质审核，
确保商户有实力为用户提供专业的导购建议；四是加大售假处罚力度，线上线下相结
合，线上全平台商户用户齐打假，线下搭建直播质检物流一体化基地，为消费者提供
有保障的非标品；五是提高平台账号注册门槛，打击刷单、不实评价、直播间水军，
促进平台生态健康发展。作为非标品电商欧亿·体育（中国）有限公司的腰部平台，Y平台要以精细化运营为
核心，聚焦细分市场，聚集一批专业性强的商户，聚拢商户的资源，形成平台护城河，
获取圈内用户的认可，再破圈发展吸引外界关注。
关键词：非标品；直播；电商平台；商户运营
I

广东工业大学硕士专业学位论文
Abstract
With the rapid development of new consumption, credit problems such as brushing orders,
brushing comments and selling fake products have become prominent on non-standard e-
commerce platforms. In the fierce competition, the life of waist and tail platforms has been
exhausted. The main reason is that the platform revenue imbalance, after spending a lot of
money to promote, can not achieve their own profit; Merchants develop abnormally,
defrauding platform resources and consumers' trust by falsifying data, selling fake goods and
false publicity, and disrupting market order. These phenomena lead to consumer, platform and
merchant tripartite trust crisis. In order to maintain the reputation of non-standard products e-
commerce platform and improve the profitability of the platform, the platform must solve the
pain point of non-standard products industry -- anti-counterfeiting and fidelity, and create an
honest and fair exchange and transaction environment for merchants and users.
In recent years, the market share of Y platform has been divided up, the turnover rate of
merchants is high, and the transaction volume of merchants on the platform has a declining
trend. In view of the problems existing in the merchant operation mode of Y platform, the
author puts forward the following five points for optimization: first, optimize the platform
operation objectives, taking the platform revenue and ROI as the core indicators; The second
is to improve the complexity of platform traffic distribution rules, and disperse platform traffic
into different broadcast rooms through merchant growth system, broadcast room level, head
merchant channel and non-head merchant matchmaking. The third is to raise the entry
threshold of merchants, establish the recommendation guarantee entry system, strengthen the
verification of merchants' qualification, to ensure that merchants have the strength to provide
users with professional shopping guide suggestions; Fourth, strengthen the punishment for
selling fake goods, combine online and offline, crack down on fake goods by online merchants
and users across the whole platform, build an integrated base of live inspection and logistics
offline, and provide consumers with guaranteed non-standard products. Fifth, raise the
threshold of platform account registration, crack down on brushing, false evaluation and live
broadcast, strengthen risk warning to minors and the elderly, and promote the healthy
development of platform ecology. As a waist platform in the non-standard e-commerce
industry, Y platform should focus on refined operation, focus on market segments, gather a
group of professional merchants, gather the resources of merchants, form its own industry
barriers, gain the recognition of users in the circle, and then break the circle to attract external
attention.
II
。。。以下略