Research On W-brand Webcast Marketing Strategy With Internet New Media

With the rapid development of internet technology and the advent of 5G era,the rapid rise of network broadcast,the sudden outbreak of epidemic in 2020,is making the application of live broadcast more and more universal.The change of offline marketing scene forces traditional enterprises to accelerate the speed of digital transformation.Under the epidemic situation,major enterprises are actively entering the live broadcast market and exploring new modes of live broadcast marketing.As webcast is accepted by more and more consumers,the traditional enterprise must realize the inherent marketing model has been unable to meet the market pattern of change,only positively explore the new live online marketing mode,expanding the audience for the brand,to conform to the trend of the development of the times for the long-term development of the future.The research object of this paper is Brand W,a traditional brand with direct store business model,which has always been highly focused on the field of scarves and shawls.Under the epidemic situation,Brand W tried to find new growth points for brand development through the new model of network live broadcast marketing.However,in the actual implementation process,Brand W’s live broadcast marketing activities were in a disordered state and did not achieve the expected results.Based on above situation,this paper conducts an in-depth study on the current situation of Brand W network live broadcast marketing,seeks for its existing problems,and proposes targeted optimization schemes.This study has significant reference for Brand W to clarify the development direction of brand network broadcast,lay out the development matrix of brand network broadcast in the future,and achieve the marketing goal of brand live broadcast.The research mainly uses PEST and SWOT models to analyze Brand W live broadcast marketing environment,based on SICAS model and precise marketing theory,the integrated use of data analysis,questionnaire survey,in-depth interviews research methods such as in-depth webcast Brand W marketing present situation,study W live broadcast marketing in the precision of brand positioning,brand awareness,interest,interaction,communication,consumer behavior and feedback share six dimensions existed shortcomings,through to the cause of the problem on the basis of the in-depth research and analysis of targeted Brand W live online marketing optimization strategy was proposed.In addition,specific practical plans and safeguard measures are formulated in combination with the optimization strategy of six dimensions to ensure the implementation of the optimization strategy of Brand W network live broadcast marketing.On one hand,the research on the marketing strategy of Brand W network live broadcast can enrich the research in related fields;On the other hand,it also has certain enlightenment and reference significance for apparel brands to carry out the marketing strategy of network live broadcast.