Research On The Impact Of Webcasting On Brand Communication

With the popularity of the mobile Internet and mobile terminal equipment,livestream has ushered a great development in recent years,expecially after 2014.2016 is considered as the first year of the livestream,not only because of the big market scale of livestreaming industry and the rising trend of the universial livestream,but also as a result of the attention that the brand owners pay more and more to the livestream,which is regarded as the tool of branding and product promotion.So based on its communication characteristics,scholars believe that the livestream open the era of precision marketing.This paper reviews the concept and development of live and brand communication with the method of literature research,defines the concept of livestream,and expounds the current development of livetream as a brand communication tool at present.Then based on the analysis of the communication model of livestream,combined with the analysis of livestream's impact on branding,the results of the interviews with the users and the anchor and the case study of branding by livestream,we analyse the problems of the livestream in terms of branding.In addition,we try to put forward the corresponding referential strategy in views of the relevant marketing theory.