Research On Marketing Countermeasures For A Enterprise’s Live Broadcast E-commerce

The report of the 20 th National Congress of the Communist Party of China proposes to accelerate the construction of a digital China and a powerful online country,emphasizing the development of the digital economy and promoting the deep integration of the digital economy and the real economy.The live streaming e-commerce industry has been given a new social attribute due to its convenient interaction with consumers,and the platform and anchor are connected through MCN enterprises to generate new business value.In the process of industry development,MCN enterprises have established a selection system with preliminary market segmentation using live streaming e-commerce business data and product after-sales feedback.Some MCN enterprises in the industry have completed their own supply chain construction relying on unique selection standards,achieving the integrated development of digital and physical industries in the structural adjustment of their business scope and business model.Studying MCN enterprises as industry ties and sorting out their development context is also an effective exploration for the live streaming e-commerce industry to become a new growth level of China’s economic development,create industry characteristic development,and coordinate the development of a new pattern.This article attempts to use a qualitative research method guided by grounded theory to code and analyze consumer purchase reviews in the live broadcast room of Enterprise A,explore the impact of characteristics such as live streaming effects and marketing content on consumer perception and evaluation,and construct an S-O-R theoretical model of the formation process of consumer purchase intentions in the direct broadcast e-commerce business of Enterprise A,and analyze the external stimuli(S)of consumers,The internal organism(O)and reaction mechanism(R)dimensions observe the problems existing in its marketing operation,and propose optimization suggestions.Based on the above research ideas,the article is structured into seven chapters,namely,Introduction;Relevant concepts and theoretical basis;Overview of the industry and enterprise A;Building a model based on the influencing factors of consumer purchase intention;Analysis of marketing issues in live streaming e-commerce business of Enterprise A based on consumer purchase intention evaluation;Countermeasures and suggestions for marketing issues of live streaming e-commerce business of Enterprise A based on consumer purchase intention evaluation;Conclusion and outlook.Based on the theoretical model constructed and supplemented by the 4P theory,this article finds that in the external stimulus dimension,there are quality thinking that needs to be improved,pricing capabilities that are lacking,channel convenience that needs to be built,and communication that is not smooth;In the internal body dimension,there are problems caused by the enterprise perspective marketing inertia such as the need to shorten the perceived value process,and the lack of innovation in the perceived trust scenario.Through case analysis,it is proposed that the live streaming e-commerce business of Enterprise A should take multiple measures based on the perspective of consumer purchase intention evaluation.Finally,from the perspective of consumer purchase intention evaluation,the article applies the consumer centered 4C theory to propose countermeasures and suggestions in such directions as meeting consumer needs,reducing consumer costs,creating consumer convenience,promoting consumer identity through communication,establishing an enterprise level consumer value perception system,and differentiating consumer perceived trust scenarios.