| CNNIC(China Internet network information center)released 39th national Internet development statistics report.As of December 2016,China's Internet penetration rate of 53.2%,in 731 million Internet users,695 million mobile Internet users.Internet changes with each passing day,vigorous development,expansion of mobile phone mobile terminals mobile media gradually become indispensable necessities,mass communication between people more convenient and more frequent,offline social into an online social networking will become mainstream,at the same time,the media gradually rise,the UGC from a traditional PC mode to the present a short video or live,the more people full of express and show enthusiasm,domestic broadcast platform number nearly 300,2016,in addition to the two together time,9158 listed companies,and reflected the guest have been among the betta unicorns.There is no doubt that in the past year,live become the hot topic of the network of"entertainment".Everyone can live has become the new situation of popular entertainment.Live a role by emerging-red.On net red reflects the diversification of new economy form and the impact on the traditional entertainment consumption.Red net profits at the same time is platform management of simplification and speed up burning money,so after 2017 live field will accelerate the reshuffle,stem live of the situation,such as live selectively sanlitun "fitting room",77 "made man" has become a sensation of Internet events,for mobile TV regulation increasingly urgent.Elimination and opportunities coexist.Accompanied by a mobile payment and the acceleration of social development,personalized consumption bring opportunities for the "long tail" of goods,how to live and the combination of experiential marketing,become the live broadcast of the direction of long-term development.Experiential marketing behavior brainwash consumers is not strong,but to cut the time cost to be a better choice,this is the video live broadcast of the embodiment of the professional ability and service output capacity,trust is live and commodities markets more standardization in the field of opportunity.This paper from four aspects to the study of the experiential marketing strategy of the mobile broadcast:convenient mature mobile payment environment and social environment,live with C2C e-commerce,the live network red + open net red marketing era,strengthen brand awareness.Stress anchor role in the community,service concept upgrade,brand broadcasting and the combination of network red live.Live interpretation from multiple angles in the implementation of experiential marketing environment,how to implement experiential marketing and benefits in the live by big data precision marketing.In addition,it is necessary to emphasis on regulation to regulate industry,on November 14,2016,national office released net letter "live Internet service management regulation",provisions shall live on the background of real-name authentication,news broadcast with "double qualifications",requiring Internet service users shall not use the Internet to broadcast live is engaged in the dissemination of pornographic and other activities prohibited by laws and regulations.For users of mobile phone number and other identities,live on the Internet publishers require identification and verification and registration of business license,organization code,etc.Through regular real-name system,virtually to anchor and live platform with a layer of more responsibility,responsible for their own content,responsible for the audience.The rules to rinse live,live for its development brings a dose of medicine. |
PDF Full Text Request