Research On The Problems And Countermeasures Of Enterprise's Advertising Communication Based On Live-Broadcast Platforms

The emergence of live broadcasting platform has created a new way for enterprises to carry out advertising communication,which will bring unique advertising communication effect based on its timeliness,interaction,as well as the real sense of scene,three-dimensional sense,immersion and so on.The first part of this paper describes the four phases of live-broadcasting platform's development and its current situation.The second part mainly describes the characteristics of advertising communication based on live broadcasting platform.Enterprises can make profits during utilizing live-broadcasting platform,and amplify the effect of communication,which shall cut the distance with users and make deep interaction available.While Users can help to expand the advertising coverage of by spreading those live-shows as well.The third part of this paper mainly describes the current situation and existing problems of advertising communication based on live-broadcasting platform.The current situation is mainly interpreted in three aspects: the diversification of the main body of communication,the widespread of the audience,and the verification of the mode of communication.The existing problems include the serious homogenization of live broadcasting mode and content,the lack of overall planning,the overflow of empty gimmick live shows,the lack of pre-publicity before broadcasting,and the poor coordination between online and offline linkages.In the last part of the paper,the specific improvement strategies are put forward to solve the problems of advertising communication based on live broadcasting platform.Enterprises are encouraged to adopt new pollination transmission modes,such as live conference broadcasting,live game broadcasting,online quick purchase broadcasting and VR live broadcasting.Through these new modes,enterprises shall create huge popularity.In addition,live broadcasting needs to investigate the users appetite,adopt the interactive way of consolidate user's willingness to accept,and excavate the product characteristics that users are interested in and interact deeply with users.It is also important to alternate the traditional content of live broadcast with the cultural and emotional content of fancy broadcasting.Pay enough attention to preheating live topics in advance,which can be achieved by releasing promotional propaganda articles or using the help of hot events.