Research on strategies of live streaming marketing in China

• 영문명: Research on strategies of live streaming marketing in China
• 발행기관: HONG KONG ACADEMY OF SOCIAL SCIENCES
• 저자명: Zhen Yan
• 간행물 정보: 『Journal of Social Science Development Research』Vol.1 No.1, 1~10쪽, 전체 10쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

With the rapid development of the mobile internet and the continuous acceleration of the pace of consumption upgrading, online live streaming marketing has emerged and quickly become an extremely important part of enterprise e-commerce. Profit by the continuous advancement of China's “new infrastructure” construction process, online live streaming marketing has ushered in a development spring with great potential, attracting many e-commerce enterprises to settle in. Compared with traditional e-commerce, the advantages of online live streaming marketing are mainly manifested in rich and transparent product information, strong entertainment, sufficient interaction, rapid establishment of trust between buyers and sellers, and improved the efficiency of consumer purchasing decisions. How to choose suitable marketing strategies for live streaming platforms or live steamers, and how to improve marketing volume have become important issues to be solved. In view of this, this article will analyze several marketing strategies currently widely used in online live streaming, and on the basis of dialectical analysis, based on practice, propose strategies and methods that are conducive to improving the efficiency and level of online live streaming marketing, hoping to promote the steady and sustainable development of e-commerce marketing.

목차

1. Introduction

2. Characteristics of live streaming marketing

3. Marketing models in live streaming e-commerce

4. Optimization Path of live streaming Marketing

5. Conclusion

References

키워드

Online live streaming E-commerce marketing Strategies