The Marketing Strategy Research Of E-commerce On Webcast Platform

With the development of the network technology popularization and the continuous improvement of people's living standard,e-commerce rapid rise and full development.Tmall,taobao,jingdong,Vipshop established mature e-commerce continuously consolidate their market position,at the same time,some emerging vertical electric business expand into the electronic commerce market.In addition,many offline merchants have also set up online channels.Then e-commerce industry booming,unceasing scale extending and growing competition.The year of 2016 was known as the live broadcast of the first year,all kinds of live platform have sprouted.According to incomplete statistics,there are more than two hundred live online platform in our country at present,and they are thriving.Live online platform is high interactivity,socializing and entertainment,etc.,creating a new user experience,and its platform value is growing.Great attraction of Live platform,the great cashability of web celebrities,and fragmentation of Consumers shopping time,all of them make the people who Selling goods online Begin to live webcast,making it as a new form electricity marketing.More and more shops online begin to live webcast,injecting new vitality for the electronic commerce.Currently,maternal and infant market and overseas act as purchasing agency market is the main target market of live online marketing,the market potential,combined with the live will be better able to promote sales growth.Information dissemination strategies include building a platform to communicate with consumer,Accurate delivery to consumers,sharing information and spread again.Promotion strategies include network red marketing build entertainment shopping way,scene marketing arouse consumers shopping demand and new users to buy experience to improve traffic conversion rate.At the same time the e-commerce enterprise has some problems In the process of live online.First,the customer always follow the web celebrity,and the e-commerce enterprise does not seize the initiative.Second,Live content is more and more similar.Third,the electronic commerce enterprise prefer to sell their commodities as many as possible in a short time rather than let customers remember their stores.In order to solve these problems put forward the following solutions.firstly,make consumers as the center,to optimize the user experience.secondly,afford different marketing services.thirdly,cultivate customerloyalty.Hope that through these measures,to promote the healthy development of e-commerce on live platform.