Research On Optimization Of E-commerce Live Marketing Strategy Of A Company

With the impact of the new wave of information technology revolution,e-commerce live marketing has become an important marketing model for major enterprises in China.In order to seek future development and opportunities,traditional enterprises must actively develop new marketing models to promote their brand competitiveness and influence.As a brand new marketing model,e-commerce live marketing is still at the exploratory stage for most enterprises in China,and most of the hot scenes of e-commerce live marketing come from discount,which is also contrary to the original intention of e-commerce live marketing.Therefore,how to realize the efficient transformation of consumer traffic through e-commerce live marketing is the key issue for the sustainable development of e-commerce live marketing in China’s major enterprises.Therefore,this study is based on the 5W communication model and the 4R theory,takes the front-line staff of the e-commerce live marketing business team of Company A as the object,conducts in-depth interviews and surveys according to the research paradigm of grounded theory,and conducts qualitative research based on the interview data.The research results show that,at present,the relevant e-commerce live broadcast marketing business carried out by Company A,whether it is the self-operated live broadcast mode or the online popular broadcast mode,can hardly achieve the effective transformation of e-commerce live broadcast traffic.The main reasons for this phenomenon are the low correlation between e-commerce live broadcast anchors and products,the poor traffic attraction of e-commerce live broadcast contents,the high traffic loss rate of e-commerce live broadcast media,and the low viscosity of e-commerce live broadcast users.Based on the research conclusion,this study,from the perspective of 4R theory,proposes to establish its own professional live broadcast team,build a live broadcast IP with its own brand characteristics,establish the relationship between live broadcast contents and consumers,enhance the differentiation level of live broadcast contents,increase the private traffic of live broadcast,and promote the rapid response mechanism in the process of live broadcast from the four aspects of A company’s e-commerce live broadcast namely anchors,content,consumers and media Other proposes also include optimizing the customer relationship management mechanism and strengthening the emotional connection.At the same time,from the institutional and organizational levels,this study also proposed a guarantee mechanism to improve the e-commerce direct marketing strategy of Company A,including incentive system guarantee,business system guarantee,personnel selection system guarantee and personnel training system guarantee,so as to further effectively the e-commerce direct marketing strategy of Company A.