Live Webcast Perspective Of H Company Brand Marketing Strategy Research

With the progress of the domestic economy and the rising of network technology,electronic commerce promotes the national consumption habits change,many enterprises live online marketing has become the important way to carry out marketing and brand promotion.The traditional off-line brand marketing is not only the high cost,and the effect of marketing co.,LTD.,with the advent of the era of "Internet +",enterprises gradually began to seek low cost its online marketing,brand marketing efficiency higher live online marketing has become all walks of life to carry out the brand marketing of choice.Especially in recent years,5 g technology promotion and under the influence of new coronary pneumonia outbreak,webcast became the main position of popular entertainment and consumption.Webcast spread fast,has a wide coverage,low threshold,and marketing cost is small,can all-around intuitively show the product information,and can count on its social nature allows users to produce strong interaction and sharing of desire,to strengthen the enterprise brand marketing effect,improve the user viscosity,improve enterprise experience benefit.Based on this,the network gradually become social broadcast live on many enterprises to carry out the important means of brand marketing.This paper firstly combed the webcast perspective of brand marketing of the background,significance and the academic research achievements,at the same time,through the literature material method,this paper introduces the precise marketing theory and the SICAS model,and define the webcast as well as the related concepts of brand marketing.Second,with H company as an example,analyses the current location of brand marketing environment,clear its occupancy live broadcast platform,user characteristics and effect.Again,based on the SICAS model combined with the questionnaire survey,understand the H company network in live view to carry out specific activities of brand marketing and user feedback information,mainly from the brand awareness,interest,interaction and communication,consumer behavior,sharing and feedback of five dimensions to understand the problem.From the perspective of network broadcast,it can be concluded that H company’s brand management level is low,users’ perception of the brand is low,live broadcast is not attractive enough,brand attention and interaction are insufficient,brand communication effect is poor,and purchase action is not strong.On this basis,through in-depth analysis,it is found that the main causes of the problem are lack of accurate brand marketing,weak brand building,lack of brand personalized building,lack of live streaming interaction and neglect of brand user maintenance.At last,it puts forward to strengthen precision marketing;Live streaming focuses on brand building to improve user perception;Develop personalized live broadcast to highlight brand characteristics;Increase the interaction link,strengthen the brand communication effect;Measures such as strengthening the maintenance of brand users and improving the purchasing action of live broadcast users can be taken to improve the effect of brand marketing of H company from the perspective of network broadcast.At the same time,it is necessary to improve the management system of the live broadcast department,establish a professional brand live broadcast operation team,strengthen product research and development,network technical support,and do a good job of financial support for brand marketing,so as to ensure the smooth development of H Company’s brand marketing from the perspective of network broadcast.Hope that through this article research and discussion,provide some under the webcast perspective for H company to carry out the brand marketing theory to guide,to improve its brand marketing,improve the marketing effect,improve the market competition of comprehensive strength.For other enterprises in the live webcast at the same time,the perspective of brand marketing activities to provide some theoretical reference,promote the healthy and rapid development of the undertaking of marketing under the network perspective of live.