A Study On The Improvement Of Automobile Online Living Show Marketing Strategy

Online live broadcasting consumption has become a new fashion w ith the development of technology and the popularization of 5G network,consumers have more channels to take information.Online marketing has become a trend because of online shopping becomes convenient and easier only need to click the mobile phone,because of the consumption environment online has become more colorful.However,auto dealers offline are seriously affected by the epidemic situation at the sa me time.So that,they try to conduct the compete advantage of brands on the live broadcast platform,and try to take the auto marketing to the live broadcast.Network broadcast platform has become a new continent of automobile marketing,but also have some problems.This paper will base on the theory of 4V marketing strategy,and conclu de from other scholars,taking HQ automobile online living show marketing as the case study,on the methods of literature research,data research and case an alysis.Design the multi-item after investigation and study of related factors affecting t he data results of statistical analyses,put forward suggestions to improve the marketing strategy of automobile network broadcast.The suggestions about the improvement of automobile online living show marketing strategy: First of all,combined with marketing objectives and user needs,use reasonable personnel strategy,create professional differences among personnel in living show;Construct the difference of visual and auditory effects.Secondly,the enhancement of product function marketing strategy,be more detailed and diversified,enables the marketing display effect online,to attract more users in watching show.Thirdly,diversify the value-added marketing strategy,to build an exclusive team for online living show,create an exclusive image of the anchor,strengthen the anchor’s active service awareness,improve the user’s immersive experience and meet different user needs.Fourthly,deepen the resonance marketing strategy,deepen the relationship management between the anchor and users with the help of analysis tools,identify the user’s interest and demand points,provide professional,reliable and convenient services,guide the anchor to have em otional connection with users,improve the viscosity between users and anchor,and de epen the resonance between users and brands.