Research On The Live Marketing Strategy Of DQ Children’s Wear Company

With the rapid development of communication technology,real-time video has become feasible.With the support of the Internet model,different marketing methods have emerged.Among them,live streaming marketing is an innovation in marketing form,which has the characteristics of low entry threshold and high dissemination efficiency,and has become a necessary marketing tool for enterprises nowadays.In this rapidly changing marketing environment,how to seize the marketing opportunities brought by live streaming and continuously create profits has become the main problem faced by various live streaming rooms and a hot topic of discussion in the marketing field.Based on this background,this article focuses on live streaming marketing strategies.Guided by the 4Rs marketing theory,literature research and interview methods are used to explore the marketing strategies of DQ Children’s Clothing Company.Firstly,it elaborates on the background of live streaming marketing and the relevant research trends in academic circles regarding live streaming marketing.And sorted out the concept,characteristics,and models of live streaming marketing,and elaborated on the guiding significance of 4Rs marketing theory for live streaming marketing.Secondly,the competitive environment in which the enterprise operates was analyzed using PEST,Porter’s Five Forces Model,and SWOT analysis tools,and its marketing strategy choices were clarified.Once again,based on its current marketing situation and from the perspective of 4Rs marketing theory,the marketing strategy of the live streaming room was disassembled through interviews,and combined with analysis of operational data,the main problems were identified and the reasons were analyzed.Finally,suggestions were proposed based on the reasons combined with the 4Rs marketing theory.In terms of the correlation between live streaming rooms,marketing needs to be carried out through multiple correlation channels to enhance the synergy between the channels and enhance the correlation ability;In terms of response,it is possible to quickly capture changes in customer needs,but the content competitiveness needs to be further improved;In terms of relationships,the live streaming room needs to be based on enhancing customer trust,establishing a sound customer management system,and forming a long-term relationship with customers.In terms of returns,it is not only necessary to enhance direct economic returns through some marketing methods,but also to guide customers to achieve indirect returns by reducing marketing costs and creating more profits.