Research On Marketing Elements Of Live E-Commerce Scenario Based On Grounded Theory

Since the beginning of 2020,offline life,including consumption,education and work,has been basically at a standstill due to the impact of the epidemic.At this time,the live broadcast industry rose rapidly,especially the live broadcast e-commerce industry became a huge driving force for Domestic demand in China.Contextual marketing has gradually become a hot topic after the arrival of mobile Internet,which is also the reason why the author pays more attention to the scenario marketing of Ecommerce livestreaming.In recent years,some scholars at home and abroad have carried out relevant discussions on E-commerce livestreaming.However,the views and suggestions put forward in these relevant literatures are only basic and superficial descriptions based on the phenomenon of a certain type of live streaming e-commerce,without sufficient cases and data support.Whether its comprehensiveness,accuracy and applicability are to be verified by future generations.Therefore,the author hopes to use grounded theory,in-depth interview method,non-participatory observation method,case study method and other research methods,taking short video platform as an example to analyze the scenario marketing of E-commerce livestreaming.The most important research method in this study is in-depth interview.The author uses non-participatory observation to conduct a preliminary analysis of the marketing of the live TV market view on tiktok platform to prepare for the next interview.Then,a large number of original data were collected in the form of in-depth interview,and threelevel coding analysis was carried out.During the interview,participatory observation was also used for theoretical inference,and finally a marketing element model of live TV shopping mall was constructed,and its elements and relations were described.Specifically,in the scene marketing element model of live streaming e-commerce,user scene insight,user scene connection and user scene service are the three core elements of the model.The platform completes the scene connection for users through the user’s scene insight and content recommendation,and users enter the live broadcast room to experience the whole process of user scene service at preferential prices.After users enjoy the service,the platform will collect the user’s behavior data to provide users with deeper insight into the scene.Among the three core elements,user scene insight is mainly completed by user scene analysis,and the user scene connection is completed by directional matching of users.The platform connections within the user connection and the platform connections outside the user connection work together to arouse the user’s interest to enter the user scenario service.Anchors make full use of the platform’s social interaction ability and e-commerce ability to give full play to the scene services of anchors and the operation capabilities of the platform,and finally provide users with quality services to meet the needs of users.Based on the grounded theory,the marketing model of live TV shopping mall obtained in this study not only provides a theoretical basis for further in-depth study of live TV e-commerce,but also has important practical significance.It provides an entry point for the different actors in the model who want to achieve their goals through the model.For merchants,models can be used to better utilize the platform functions to serve consumers;for platforms,data can be better utilized to continuously empower merchants and consumers;for consumers,rational purchase decisions can be better made to meet their own needs.