Research On Luo Yonghao’s Tiktok Live Marketing Strategy

As of March 2020,the number of webcast users in China has reached 560 million,accounting for 62%of the total Internet users.It is expected that the number of webcast users in China will reach 660 million in 2022.Webcast is no longer a simple entertainment and social tool,but has developed into the most important way of commodity promotion and sales.With the emergence of the epidemic,live e-commerce has become the most popular industry in 2020,ushering in the outbreak period of the industry.More and more live platforms,brands,institutions and individuals have participated in it,which has expanded the team of live e-commerce.At the same time,with the help of the dividend period of the industry,it has achieved rapid development and economic benefits.The application of 5g and capital injection have accelerated the development process of live e-commerce industry,In the future,the industry will have greater development space.Live e-commerce is receiving widespread attention.The development of the industry has not only affected people’s shopping methods,but also changed the merchant’s marketing model.At present,most of the academic research on live e-commerce is about the technical optimization of the platform,the analysis of the characteristics of operation and end customers,the formulation of industry norms and relevant laws and regulations,while there is less academic research on it as a new and rapidly developing marketing means.As one of the important sales channels in the current social development,its function mechanism and marketing effect need to be fully studied.This paper selects the live broadcast data of Luo Yonghao,a popular hot anchor in the live broadcasting business in 2020,as the research object,and compares the tiktok data with other industry head broadcast data.The core goal is to study the formulation and implementation of marketing strategy under the rapid development of the industry.This paper expounds the research background and significance of this paper according to Luo Yonghao’s process of joining live e-commerce and its influence on the industry;Use PEST analysis to analyze the macro environment of live broadcast e-commerce industry;And comprehensively use Porter’s five forces model and SWOT analysis method to systematically analyze the competitive environment,internal environment and their own advantages and disadvantages of Luo Yonghao’s live broadcasting team in the industry.Combined with STP target market positioning theory and marketing strategy combination,formulate the marketing strategy in line with its market positioning and long-term development,and put forward the guarantee measures to ensure the effective implementation of the marketing strategy.Help newcomers who are about to join the live broadcast e-commerce industry understand the industry dynamics and development prospects,analyze the deep reference significance of the live broadcast room data,and provide marketing strategy reference suggestions for anchor teams with the same characteristics in the industry.