The Influence Of E-commerce Live Streaming Platform Influencer Ensuring Measures To Improve Strategy

With the explosion of the celebrity economy and the rapid expansion of the live broadcast industry and technology,the new Internet economic format has shown a diversified development trend.The new marketing method of "e-commerce online celebrity + live broadcast" came into being,which changed the commodity information.The transmission method expands the user’s online social mode,provides a more direct and faster way for e-commerce content producers to convey content to consumers,and realizes the combination of e-commerce sales attributes and live streaming traffic attributes.It can be said that the new marketing method of "e-commerce online celebrity + live broadcast" has changed the connection of product production,content creation and online consumption,and also opened up new celebrity economic growth points.In such a complex and diverse context,the influence of online influencers in the e-commerce live broadcast platform has been generated,and this group has become an indispensable part of social development.Since its development,Internet celebrity has not only been represented by a certain person or a sentence,but has evolved into a unique symbol.With the changes and development of the times,many new things have happened in the process of shaping this symbol.The changes have shown different characteristics of different eras and have been given certain commercial value.The time dimension sorts out the development trend of the internet celebrity phenomenon and the rise of the e-commerce live internet celebrity,and analyzes and interprets it based on the characteristics of the times and the characteristics of representatives.The era of Internet celebrity 4.0 is also the eruption period of e-commerce live web celebrity.From offline retail to traditional e-commerce to today’s live e-commerce,the biggest change in consumption mode is from "people looking for goods" to "goods" "Finding people",in this era of "people" as the symbol of goods,the anchor has become a key link in the e-commerce live broadcast battle.Based on the network cultural background and the spread of the e-commerce live web celebrity phenomenon,the influential elements of the e-commerce live web celebrity’s influence are discussed in depth from the three aspects of environmental factors,subjective elements and audience factors,and their influence is proposed in a targeted manner Promotion strategy.The proposal of the strategy should not only include the commercial marketing aspect,but also include the policy implementation of the functional departments and the rational coordination of the audience.In terms of business marketing strategy,first of all,it is very important to create a unique type of anchor.The specific measures are to cut into the appropriate live broadcast field and generate scarce content,which is more likely to attract target users,and form a personal brand power to attract users to repurchase;followed by People who are active on the Internet should pay great attention to the effect of information dissemination,including creating a large-scale communication matrix and creating a persona with topics,detonating the communication;the third is to enhance the user’s sense of participation in the live broadcast,and strengthen the interactive ceremony between the live broadcast,And enhanced mechanisms for gift drawing.At the same time,as an anchor with continuous influence,it is necessary to strengthen the tracking and after-sales management of commodity services.In order to ensure the implementation effect of the strategy for improving influence,more comprehensive and targeted measures to ensure the influence of e-commerce live broadcast influencers are elaborated from the national regulatory level,platform management level and audience consumption level.The promotion strategy and guarantee measures make the research results more practical and guiding.