An Analysis About Interactive Ceremony In Web Celebrity Live Marketing

After the development in recent years,both the number of web celebrity and the scale of its fans in China have increased significantly,which has opened up more space for web celebrity to realize the realization of its own flow,provided a strong guarantee for the improvement of the whole web celebrity economic and industrial chain,and laid a solid foundation for the sustainable development of web celebrity economy.Network at the same time,live industry has experienced rapid development,also watch live users multiply,in addition to live show,multiple vertical field have also been widely attention and live for the user the penetration of daily life gradually deepened,the vertical transmission of content and live the way of combining degree is higher and higher also,in the form of network output red content to live a shift in the deep.Webcast due to its natural have features such as openness,immediacy,interactivity to a certain extent subverts the traditional marketing way,and obtained the high efficiency,good marketing effect,live marketing market scale expands unceasingly,live marketing itself also become red anchor net to realize its commercial value to liquidate an important way and means.This paper mainly studies the live web celebrity marketing China red anchor and the interaction between user and user,is different from the domestic economic and live web celebrity marketing of existing research results,this research mainly adopts the method of qualitative research,focus on this specific interaction in a live web celebrity ceremony scene of users to interact with and put them into buying the internal motives and reasons,from the Angle of the relative microcosmic in-depth study of the formation of live web celebrity marketing interaction in the ceremony,the result and influence,and starting from the web celebrity group provides live web celebrity marketing success to liquidate actionable strategies and suggestions.The author first summarizes and generalizes the domestic economic and live web celebrity marketing development history and status quo,and to live the advantage of marketing has made a more detailed instructions,live at the same time the author points out that the relationship between marketing and the development of economy and the symbiotic web celebrity,will web celebrity economic logic summary to the consumption of opinion leaders role plays,marketing will broadcast the kernel of refining for interpersonal interaction based on economic interests.In the study,the author found that web celebrity live all key elements of marketing in the scene and the generation of interactive ceremony fit the height of the basic conditions of existence,so the author introduced Collins interaction ritual theory put forward detailed and comprehensive in describing the live web celebrity marketing construct the interaction of the ceremony,including web celebrity anchor with the user's virtual presence and the group gathered,area lies between insiders and outsiders,live web celebrity marketing interaction ritual user focus and the emotional experience in interactive ceremony and meet the demand,thus relatively fully depict the live web celebrity marketing interaction ritual market,In this process,based on the new media environment,the interactive ritual theory has been developed and extended,and some new theoretical interpretations have been made for the interactive ritual theory.The author in the interpretation of the live web celebrity marketing interaction ritual,on the basis of the constituent elements of mining,and probes into the interactive ceremony live web celebrity marketing results and their influence,including consumer identity and emotional energy generation and accumulation,web celebrity anchor itself symbolic capital and marketing value has increased,cultivate and develop loyal consumers.Web celebrity group continuously attracts users' attention,encourages users to participate in the interaction with themselves or other users,gradually builds the group solidarity among users,and accelerates the formation of group identity by intentionally creating symbols recognized by users.In addition,web celebrity group makes full use of its own "symbolic capital" to match and exchange with users in the interaction,consolidate the existing flow,absorb new flow,and expand the interaction and purchase behavior.In the long run,the group moral sense formed by users can generate strong emotional energy,so that users can spontaneously maintain the interactive ceremony market of web celebrity group live broadcast marketing,and make repeated consumption guided by emotions,thus becoming loyal consumers of web celebrity anchor.Finally,the author suggests that,in order to create a more benign web celebrity live marketing interactive ceremony market,web celebrity group itself should take content as the king and conduct professional and team-oriented content production.Pay attention to ways and means in marketing,moisten things silently to provide users with convenient consumption path,reduce the cost of users' purchase behavior,and comprehensively improve users' purchase experience;At the same time,in order to fully explore the commercial value of web celebrity anchors and fully extend the vitality of web celebrity live broadcast marketing,seeking capital injection is a relatively stable choice in the development of web celebrity live broadcast marketing.