Research On Efuton Live Broadcast Marketing Strategy

With the rapid development of mobile internet technology and the increasing penetration rate of smart phones,people’s behavior patterns in daily life have been transferred from offline to online,and network broadcast has become more and more common in daily life.In order to adapt to the change of consumers’ behavior patterns and the new development trend of the times,traditional enterprises have taken the initiative to carry out digitalization transformation and upgrading,and actively explore the development of network live broadcast marketing business,in order to achieve sustainable and long-term development in the increasingly changing market.However,many enterprises,in the development of live broadcast commerce process,only pay attention to short-term product sales performance;therefore in the current situation,live broadcast sales competition is fierce.Consequently,enterprise brand construction and publicity that do not generate benefits in a short time are often ignored by enterprises in live broadcast.Modern enterprises generally neglect the role of brand communication in live broadcast marketing.This is a common problem that the current live broadcast industry faces.As a traditional "Internet +" e-commerce enterprise,Efuton has been focusing on the production,research and development,and sales of tea since its establishment in August 2008.In June2019,it began to try to involve network live commerce.In the actual live commerce process,like most enterprises,Efuton also has the problem of paying attention to product sales and paying less attention to brand communication.This paper studies Efuton’s network live broadcast marketing strategy from the perspective of the integration of quality and effect,which is of rich theoretical and practical significance.Firstly,brand cognition theory and perceived value theory are used to review and sort out relevant literature and materials from three dimensions,quality and effect integration,i.e.network broadcast,and consumer psychology,combined with literature research method,field research method,and participatory observation method.Then in-depth interviews with relevant personnel of Efuton Company were conducted.Comparisons were also made with other brands in the experience of watching the live broadcast,combining with the audience’s perception of Efuton’s live broadcast.Based on the above preparation,after analysis,it was concluded that there were some problems in the live broadcast commerce of Efuton,such as inappropriate live broadcast positioning,difficulty in weakening the host,insufficient publicity,and lack of innovation in the copywriting,finally,some targeted suggestions were made for the optimization of live broadcast marketing strategy of Efuton.Through the research on the marketing strategy of Efuton network live broadcast,it was found that enterprises need to pay attention to the integration of product and effect in the network live broadcast marketing,that is,live broadcast marketing should not only pay attention to the short-term sales performance,but also need to take into account the long-term brand communication effect,so as to take the most advantages of the characteristics of network live broadcast marketing that are different from traditional marketing methods.This paper does not only enrich the research on effect-link of network broadcast,but also provides some reference and inspiration for the majority of enterprises carrying out network broadcast marketing,which has a positive impact on the development of network broadcast industry.