Research On Strategy Optimization Of Yiyuan Company’s Live Marketing

With the development of Internet technology,the improvement of network speed and broadband,and the popularization of smart terminals such as tablet computers and smart phones,watching live online video anytime,anywhere has become a common leisure and entertainment method for today’s consumers,and it has also driven the"e-commerce + The rapid development of this e-commerce model.Data show that from2016 to the first half of 2021,the number of live broadcast users of e-commerce in my country has reached 384 million.However,the "blowout" development of the live-streaming e-commerce industry has also exposed some problems,such as product fraud,data fraud,disqualification of the anchor’s words and deeds,etc.,which has led to repeated changes in consumers’ attitudes towards this business model,and the entire industry is also facing the government’s more Strict supervision to achieve standardized development.In view of this,research on the formulation and optimization of marketing strategies by related companies in combination with the market environment will help the industry to develop healthily and rapidly to a certain extent.Zhejiang Yiyuan Biotechnology Co.,Ltd.was officially established in March 2018,and established its own brand "Song Pearl",which mainly sells pearl jewelry and pearl cosmetics.It is committed to promoting traditional Chinese pearl culture,exploring the profound value of national pearls,and driving The traditional pearl industry will be transformed and upgraded,and finally the comprehensive promotion of the national pearl ecological brand will be realized.To this end,Yiyuan Company actively built a new marketing platform under the background of the development of online live broadcast,and opened the online sales model of "live broadcast with goods".For Yiyuan Company,it is the most important thing in its current development stage to dig deep into the purchasing psychology and behavioral motivation of consumers under the live broadcast e-commerce model,formulate a marketing strategy in line with the trend of online live broadcast,and then form a greater market competitiveness.question.Based on the 4I marketing theory,this paper aims to optimize the live broadcast marketing strategy of Yiyuan Company.First,it uses the PEST model and Porter’s Five Forces model to analyze the macro environment and industry environment where Yiyuan Company is located.Obtain the user characteristics and live broadcast status of Yiyuan Company’s live broadcast marketing,grasp the current live broadcast marketing status of Yiyuan Company from the four perspectives of interest,interactivity,personalization and benefit,and build a hierarchical structure model to evaluate the effect of Yiyuan Company’s live broadcast marketing.Quantitative evaluation.Finally,based on the above survey and analysis results,it provides an optimization plan for the existing live broadcast marketing strategy of Yiyuan Company: improving the professionalism of the anchor,improving the interests of the live broadcast users,improving the interaction during the live broadcast,and improving the personalization of the live broadcast.The source company seizes consumer psychology,attracts consumers’ attention,and expands market share.In addition,the conclusions of this study have a wide range of application scenarios,which can be used for reference by other companies with similar businesses and similar models.