Research On Problems Of E-commerce Live Broadcast Marketing Business On Taobao

E-commerce live broadcast is favored by major e-commerce platforms because of its novel content form and rapid liquidity of products,and has gradually become the mainstream mode of e-commerce operation,and its intuitive shopping experience has also become a new consumption trend.Taobao live broadcast has shown amazing sales performance relying on Taobao's huge traffic base since it was launched in 2016.According to the "2020 Taobao Live New Economic Report" that the total transaction volume of Taobao live broadcast in 2019 exceeded 200 billion yuan,and the total live broadcast transaction volume on Singles Day was over 20 billion yuan.However,due to the short development time of Taobao's e-commerce live marketing business,its operating mechanism is not yet fully mature,and some problems are still urgently needed to be resolved during development.Based on this,this article studies the development mechanism and development problems of Taobao e-commerce live marketing business,aiming to improve the management level of Taobao e-commerce on live broadcast business and promote the healthy development of e-commerce live marketing.This article first uses the literature research method to summarize the existing literature on the development mechanism and development problems of e-commerce live broadcast,and the relevant concepts that need to be applied in this article,including e-commerce,e-commerce marketing and e-commerce live marketing theories,including Maslow's hierarchy of needs,key opinion leader theory,and customer value theory are elaborated,laying the theoretical foundation for this article;then it combed the generation and development of Taobao e-commerce live marketing business,and introduced the development status of Taobao e-commerce live marketing in detail;secondly,it makes an in-depth analysis of the development mechanism of Taobao e-commerce marketing live broadcast business,and from Taobao e-commerce live broadcast industry chain value win-win,industry chain profit distribution model,business chain control weak mechanism and live broadcast conversion rate promotion factors four aspects of its development mechanism in detail,reveals the Taobao e-commerce live marketing business development of the internal motivation and essential characteristics;finally,starting with the current situation of the development of Taobao e-commerce live marketing business,using the method of investigation and research,this article combs the problems existing in the development of Taobao e-commerce live marketing business,including complaints about price differences,low shop access rate,disconnection between fake goods and the disconnection of after-sales service of merchants,and makes a specific analysis of the causes of the problems based on the relevant mechanism and gives practical suggestions and measures.