Marketing Strategy Of E-sports Live Events

In recent years,e-sports events have become a hot topic in the society.With the increasing social influence,e-sports events have become the most popular sports events among young consumers because their positioning is more suitable for young groups.Their commercial value has been continuously explored,making e-sports events widely favored by the market.However,while the market is generally optimistic about e-sports events,domestic e-sports events led by YXLM have also exposed many problems in the process of marketing management.For example,the competition industrialization time is short,talent reserve,management system and so on are not mature.Therefore,in this context,this paper conducts research on the live marketing of YXLM e-sports events.Using the theory of comparative advantage,Porter’s five Forces analysis,PEST analysis and SWOT analysis,this paper makes a detailed analysis of the market environment of YXLM e-sports live broadcast,explores its development difficulties,opportunities and future,and provides a decision basis for other similar e-sports live broadcast marketing in the future.The paper is divided into five parts.The first part is the introduction,which makes clear the background and significance of the topic as well as the main research contents,methods and research status at home and abroad.The second part is the status quo and basic concepts of e-sports events,among which the core concepts include the theory of comparative advantage,Porter’s five Forces analysis,PEST analysis and SWOT analysis to provide the basis for the writing of the following article.In the third part,various analysis methods are used to analyze the environment faced by YXLM e-sports live broadcast,and the competition situation faced by the event live broadcast is obtained.The fourth part carries out the questionnaire survey to analyze the present situation and the problems exposed.In the fifth part,according to the above analysis,the corresponding optimization measures of YXLM e-sports live marketing strategy are formulated.In this paper,it is found that YXLM e-sports live broadcast has financial advantages and user advantages,but it is too similar to similar games and lacks differences,lacks content output of mobile games and so on.In addition,it also has certain deficiencies in marketing strategies.Therefore,this paper aims to improve the popularity of the event brand by carefully designing marketing activities.Strengthen cooperation with live streaming platforms and attach importance to word-of-mouth marketing;Optimize the planning of league of Legends series;Multi-channel multi-industry chain marketing,development of event derivative products;In the context of the fierce competition of the same type of electronic competitions,the paper puts forward optimization suggestions from five aspects,such as differentiated development and improving market research in the same industry,in the hope of improving the marketing of its events to some extent.