| With the development of mobile Internet,the progress of network technology and the popularization of intelligent terminals,the new content form of network broadcast has developed rapidly,and various live broadcast platforms have sprung up.After nearly 20 years of development of our electronic commerce,began to explore the content and the direction of the community and local service,while the rapid development of live,just as a way of its content.In the rapid development of broadcast in 2016,Tmall,JD,Su Ning and so on big electric business platform to develop their own live function,closely integrated with its own electrical business will broadcast,and some began to broadcast started with electric business platform,all want to live in the spring tide of the act.According to the literature database query,there are few researches on e-commerce live broadcasting,most of which focus on network live broadcasting platforms.Electricity live bring huge traffic for electric business platform,to achieve the purpose of the condensed attention,improving the efficiency of conversion from the shopping festival,electric business platform can obtain consumer feedback at the first time,so as to deepen understanding of consumers.However,there are also problems of homogenization of content,lack of professional anchors and low viscosity of users in e-commerce live broadcasting platforms.Capital's tilt towards the live broadcasting field has slowed down,and the live broadcasting industry has entered a stage of steady development.If e-commerce live broadcasting platforms want to achieve further development,they need to get rid of some obstacles.Through consulting a large number of literature,combing the development of the electronic commercial platform and broadcast platform,find out live electric business platform of inevitability,using the theory of communication related,to the spread of live electric business platform and marketing present situation analysis,combining the poem orchid in double tenth Tmall during a live events,and the effect after the live data analysis,to explore the electric business platform problems existing in the present,live according to the operational experience accumulated in the Internet company internship,the writer respectively from the content construction,creative play,the host culture,community operation and user experience perspective put forward development strategy,these strategies have stronger field,It is expected to give some inspiration to the operation of e-commerce live broadcast and relevant practitioners. |
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