“Live e-commerce†Mode of Public Welfare Communication of TV Station under the Background of COVID-19

This study uses literature, observation,and case study methods to investigate the significance and advantages of the "Live broadcast+e-commerce" model for public service communication.The study summarizes the preliminary experience of the "Live broadcast+e-commerce" model in TV public service communication, and makes suggestions on the risks to be avoided in its subsequent development.The study concludes the following lessons- creating a fully integrated and efficient platform is the foundation for the development of the "Live broadcast+e-commerce" model; catering to the audience is the fundamental guide for setting up the whole process; grasping the quality of products is the key to achieve the purpose of using the "Live broadcast+e-commerce" model. The active introduction of "Traffic" is the magic weapon to achieve the double growth of economic and social benefits; the use of good e-commerce marketing means is a shortcut to improve quality and increase efficiency;the implantation of humanistic emotions and the creation of popular topics can give more vitality to live broadcast; the integration and rational use of resources to support the sustainable development of this model; the continuous introduction of the study also pointed out that the public service mode in TV stations is not only a good way to promote public service, but also a good way to maximize the effect of positive communication.