Research On Brand Marketing From The Perspective Of Webcast

2016 is known as the "Online Webcast First Year".The visibility,interactivity,real-time performance,low threshold,and asynchronous nature of the online webcast make it an increasingly important platform for corporate brand marketing,more and more businesses are eager to brand online marketing.In the age of the Internet,people's consumption psychology and habits are changing.They are no longer a single receiver of information,but are more inclined to search for information,release messages,and choose brands.Therefore,it is essential for enterprises to understand user needs and interact with them in real time."Network Live +" marketing model has quickly become a new "standard" for corporate marketing.However,many companies are blindly following the trend,and do not have an in-depth analysis of the market and users,but also turn a blind eye to the problems that arise in the brand marketing of online broadcast.This lack of strategic webcast can hardly bring brand exposure to the enterprise,and then truly realize marketing value.In view of this,this article aims to discuss the advantages,existing problems and correct brand marketing strategies of brand marketing under the perspective of webcasting.First,on the basis of consulting a large amount of literature,this article uses the theory of consumer behavior to analyze consumer's purchasing psychology and purchase decision.At the same time,it introduces the related theories of the network brand marketing,and analyzes the word of mouth marketing,interactive marketing and precision marketing combined with the characteristics of webcasting,which laid a foundation for further analysis of the marketing strategy.Secondly,by analyzing the current status and characteristics of online webcast,we have explored six major advantages of online webcast brand marketing:realistic live experiences,efficient transmission speed,diverse communication channels,innovative marketing content,and high-viscosity target groups and low marketing costs.This paper analyzes the impact of online webcast on user's consumer behavior,and uses case analysis to explore the marketing model of "Network Live +",summarizes six marketing models,and extracts the advertising value of online brand marketing.Furthermore,although the speed of online webcast is fast enough to achieve brand success,it still has a large degree of defects.Therefore,through a series of analysis,this article summed up the five major problems of online marketing brand marketing:the serious content homogeneity and lack of new ideas;the lack of depth interaction and difficult to continue concern;the target orientation is not clear and blind pursuit;the consumption of women's culture and the ambiguous economy;the low quality of online webcast.Finally,based on the consumer behavior model and the theory of interactive marketing and accurate marketing,this paper proposes an effective marketing strategy for the problems that arise in the online live marketing,hoping to provide certain reference and guidance for the enterprises to carry out the live broadcast brand marketing activities.