Researching On The Value And Utilization Strategy Of Live Streaming Broadcasting

Nowadays,more and more companies pays close attention to the type of live streaming broadcasting marketing.In marketers' plans,the model of “live streaming broadcasting and marketing” has become new standard of big enterprises' marketing model.They believe live streaming broadcasting can go forward without burdens.However,this live streaming broadcastin is lacking in marketing strategies.How much brand exposure can it finally bring to enterprises? How to make marketing model bring about actual sales after the brand survives live streaming broadcasting competitions? Most of companies just look on live streaming broadcasting as another platform for information dissemination.They have ignored the submersion immediate interaction property of live streaming broadcasting.Although enterprises attractive much more attention in live streaming broadcasting,they do not connect its advantages and brand marketing needs effectively.This paper aims to study opportunities and challenges brought by live streaming broadcasting to corporate brand marketing communication in the context of social media.It takes successful cases of brand marketing communication by live streaming broadcasting as a breakthrough point,making combinations of literature and case analysis.On the basis of explaining marketing environment changes by vigorous development of the broadcast industry,this paper focuses on effective live streaming broadcasting strategies from aspects of form and content.It can provide feasible suggestions for enterprises' brand marketing communication by live streaming broadcasting to improve its marketing effectiveness.At the same time,for the beginning of marketing enterprises by live streaming broadcasting,the mode of information spreading and its speed of live streaming broadcasting can make brand achieve reputation quickly.However,it is also likely to be the cradle of crisis.The paper also analyzes crisis and challenges to enterprises by live streaming broadcasting.It makes strategic thinking about enterprises' meeting chal enges of live streaming broadcasting.