An Empirical Study On Marketing Strategy Of "Internet Celebrity" Live-stream Shopping From The Perspective Of 4C Marketing Theory

With COVID-19 harassing the whole country,the Red Net live with goods has been widely valued by our people.Compared with other consumption methods,due to the detailed introduction of various categories of goods through the webcast anchor,the time for consumers to search for product information and make purchase decisions is greatly reduced,and the webcast with goods has brought huge economic benefits.However,with the rapid development of the online live broadcasting industry,many problems have been exposed,such as the high time cost of consumers,the counterfeiting of online red data and the insufficient supervision of the platform.If these problems can not be solved in time,they will not only infringe on the rights and interests of consumers,but also affect the sustainable and healthy development of the industry.In this context,this paper takes 4C marketing theory as the theoretical basis,and classifies the factors affecting the delivery of online Red live broadcast combined with all dimensions of 4C marketing theory.Through the way of empirical research,this paper analyzes the current situation of the online live broadcasting industry,summarizes its advantages,summarizes its problems and puts forward relevant suggestions.In this paper,534 valid questionnaires were distributed and collected,and the factors affecting the delivery of online live broadcasting were summarized by means of descriptive analysis,reliability and validity verification and correlation analysis of the questionnaire through spss26.0.On this basis,the above factors were divided into four categories: core advantages,urgent solutions,attention and excessive dissemination by means of matrix analysis,Present the factors more intuitively.The research conclusion shows that the rich product information in the live broadcasting room,the lower price of similar products than other channels,the unique charm of the online Red anchor and the communication atmosphere in the live broadcasting room are the advantages of the development of the online Red live broadcasting industry;The key problems exposed in this study are the uneven quality of anchors,the high time cost of consumers,the insufficient supervision of the platform,the imperfect logistics after-sales system and less direct two-way communication,which are also the aspects to be solved urgently in the development of online Red live broadcasting.For the problems found above,combined with the existing literature basis and relevant data,this study puts forward relevant solutions from the four perspectives of society,live broadcasting platform,online Red anchor and consumers,hoping to put forward effective suggestions for the sustainable and healthy development of the industry.