Research On Live Video-streaming Marketing Strategy Of China'ssmall Andmedium Sized Enterprises

With the rapid development of Internet technology environment,mobile intelligent devices,which is represented by smartphone and tablet,have gained popularity rapidly.Live Video-Streaming as a newly interactive video entertainment has attract more and more people.Small and medium-sized enterprises in China are restricted by the scale and profit level of their firms,can not carry out marketing activities on a large scale,and can not compete head-on with large enterprises.As a newly medium,Live Video-Streaming can attract a large number of viewers in a short time with the advantages of low-cost transmissions costs and highly transmission efficiency.Besides,it can display the enterprises' products,image,brand,culture and other contents intuitively,stereo and multidimensionally.As a result,the authenticity of the Live Video-Streaming and interactive visual display to the viewers,increase the viewers' trust,user stickiness,brand trust in the enterprises and achieve the marketing goals.Based on the summarization of small and medium-sized enterprises characteristics,Live Video-Streaming characteristics and present situation,this article has combed the existing Live Video-Streaming researchs and divided the marketing model into five kinds and f-ocused on"Live Video-Streaming +electricity businesss".The third chapter summary and refine the indexes which affect the Live Video-Streaming evaluation.Combined with the line interview and questionnaire,this article evaluates the Live Video-Streaming by using the method of Fuzzy Comprehensive Evaluation in the subsequent sections and obtained the key aspect.Finally,this article put forward some pointed proposals according to influence factor sorting,which has the reality guiding sense in Live Video-Streaming marketing strategy formulation to the small and medium-sized enterprises.