Can the Introduction of Live Streaming E-commerce Rescue Troubled Domestic Brands? A Case Study of Chinese National Brands

Liliang You

doi:10.47297/wspdecWSP2515-797312.20250909

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Can the Introduction of Live Streaming E-commerce Rescue Troubled Domestic Brands? A Case Study of Chinese National Brands

Volume 9, Issue 9

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Can the Introduction of Live Streaming E-commerce Rescue Troubled Domestic Brands? A Case Study of Chinese National Brands
Can the Introduction of Live Streaming E-commerce Rescue Troubled Domestic Brands? A Case Study of Chinese National Brands
Guangdong Dongruan University, Foshan, Guangdong, 528200, China
Vol. 9, Issue 9, Pages: 55-60(2025)
Published：30 September 2025
DOI：10.47297/wspdecWSP2515-797312.20250909
Accepted：

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You Liliang.Can the Introduction of Live Streaming E-commerce Rescue Troubled Domestic Brands? A Case Study of Chinese National Brands[J].Development Economics of China,2025,09(09):55-60.
DOI：

You Liliang.Can the Introduction of Live Streaming E-commerce Rescue Troubled Domestic Brands? A Case Study of Chinese National Brands[J].Development Economics of China,2025,09(09):55-60. DOI： 10.47297/wspdecWSP2515-797312.20250909.

摘要

Abstract

In recent years

domestic brands that have been strongly squeezed by international brands have shown significant dilemma characteristics at the channel operation level. Although the emerging mode of live broadcasting has opened up the possibility of breaking through the path

the implementation results show obvious differences. Based on the theory of Technology-Organization-Environment (TOE) integration framework

combined with the theory system of enterprise competition

this study uses multi-case in-depth analysis method with second-hand data acquisition and consumer online observation methods to carry out empirical research on the effect of live delivery of different types of distressed Chinese brands.

关键词

Keywords

references

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