Research On Interactive Marketing Strategy Of Mobile Phone Brands On YY Live Streaming Platform

The development of Internet technology has provided a foundation for the development of network broadcast platforms.Major network broadcast platforms represented by YY live broadcast have gradually become important places and channels for enterprises to conduct brand marketing.The deep interactivity of YY live broadcast marketing is an effective way to connect mobile phone brands with target market audiences.At present,major live broadcast platforms generally adopt "live broadcast +" marketing method in brand marketing planning,lacking of innovative live broadcast interactive marketing method.Enterprise brands increasingly regard live broadcast platforms as platforms with huge market potential to compete for traffic and expand brand awareness,and the brand interactive marketing competition among major live broadcast platforms in China is becoming increasingly fierce.In this situation,various brands of mobile phones in live platform for interactive marketing activity should consider how to truly will live interactive superiority and the major mobile phone brand marketing needs an effective combination of in-depth publicity of mobile phone product information and brand spirit connotation,thus cultivating the audience on the mobile phone brand identity and loyalty,and ultimately improve the mobile phone companies profit and promote the long-term development of the brand.From live interactive marketing related theory,this paper combined with the typical mobile phone brand on the YY live platform of interactive marketing case analysis,further study of the major mobile phone brands in YY live platform of interactive marketing present situation,found the broadcast live mobile phone brands in marketing,most enterprises only to live as a one-way transmission of mobile phone product information platform.In the interactive marketing process of mobile phone brands broadcast by YY,there is a lack of effective interactive strategies and marketing awareness that integrates live interactive marketing activities with the spiritual connotation of mobile phone brands.In the process of mobile phone brand marketing,YY live fails to give full play to the unique advantages of interactive marketing.This article summarizes the YY live platform of mobile phone interactive marketing status quo,on the basis of analysis of mobile phone brand in YY live platform of interactive marketing,the problems of mobile phone brand on the YY live platform was put forward innovative interactive marketing strategy,focus onlong-term development of our mobile phone brands and platforms for domestic broadcasts mobile phone brand marketing activities to provide reference of improvements.