Research On The Application And Development Strategy Of E-commerce Live Broadcast Marketing

In the 21st century,with the continuous improvement of Internet technology and the convergence of means of communication,under the "live+" economic boom,various industries have begun to introduce live broadcast technology,hoping to bring new economic growth points for the development of the industry.As a kind of "live+" mode,e-commerce live broadcast combines the sales attribute of e-commerce with the traffic attribute of live broadcast.The e-commerce live broadcast changed the transmission method of commodity information and expanded the user's online social networking method.Compared with static one-way information dissemination such as pictures and texts,real-time live interaction between users and anchors,users and users,providing a more direct and faster way for e-commerce content producers to convey content to consumers.It can be said that the e-commerce live broadcast has changed the way in which commodity production,content creation,and online consumption are connected,and has also opened up new economic growth points.Experienced the crazy influx of capital and the rise of major e-commerce live broadcast platforms,Nowadays,the e-commerce live broadcast industry has ushered in the reshuffle stage.How to better exploit the drainage advantages of e-commerce live marketing and avoid the existing problems in e-commerce live marketing,it is an issue that needs to be considered by e-commerce live broadcast enterprisesBased on the theme of e-commerce live broadcast,this paper explored its development status and marketing application in four chaptersThe first chapter analyzed the background conditions and development status of the rise of e-commerce live broadcast.In the era of mobile internet,Mature live broadcast technology provides a convenient and comfortable communication platform for anchors and viewers at both ends of the screen,Coupled with the government's policy support,e-commerce industry demand and the transformation of people's consumption patterns,these provide a relaxed and high-quality development environment for the e-commerce live broadcast industry.The second chapter analyzed the characteristics and advantages of e-commerce live broadcast as a new type of e-commerce marketing means,at the same time,combined with the theory of use and satisfaction,interpersonal communication,mimicry interpersonal relationships,group communication and boring economy,the paper analyzed the value generated by e-commerce live marketing from the perspective of platform and consumers.This shows that e-commerce live marketing has the advantages of strong operability and remarkable results,and will become an indispensable means of content marketing and information dissemination in the e-commerce industry in the futureThe third chapter taked Taobao live broadcast of Taobao,the largest e-commerce shopping platform in China,as an example,and analyzed the communication and marketing methods adopted by Taobao Live in marketing practice.On the one hand,it is possible to spy on several operational modes of e-commerce live marketing,and on the other hand,to test the actual effect of e-commerce live broadcast as a means of e-commerce content marketing.The fourth chapter,based on the problems of e-commerce live marketing in homogenization content,anchor training,etc.,combined with the marketing theory such as word-of-mouth marketing and interactive marketing,based on the development trend of e-commerce live marketing,this paper puted forward some suggestions for optimizing the e-commerce live marketing from the aspects of content,technology and media,etc.In the conclusion part,I summarized the core content of this article,pointed out the future development direction of e-commerce live marketing,and looked forward to the development prospects of the e-commerce live marketing model.I hope that these proposals for the future development of e-commerce live marketing,will give some inspiration to practitioners in the telecom industry,can contribute a little to the lack of research in this field.I also hope that more scholars can have more in-depth research in the e-commerce live broadcast industry.