5W Theory Under The Net Red Live With Goods Research

Since the outbreak of webcasting,traditional e-commerce platforms and live broadcast platforms have gone downhill.In order to avoid the decline,traditional e-commerce platforms and live broadcast platforms have reformed to a new marketing model of "e-commerce+live broadcast".Under the prevalence of the sales model of "e-commerce+live broadcast","Internet celebrities",as an important branch of live broadcast delivery,have become a force that cannot be ignored in the live broadcast delivery model.As opinion leaders,Internet celebrities have a large fan base,and they can use social software to share good things or promote products and then activate traffic resources to realize traffic monetization.However,in the field of beauty cosmetics,female opinion leaders are generally dominated.However,beauty anchor Li Jiaqi broke through the traditional cognition of the public and became an influential male anchor in the beauty industry,which has attracted widespread attention from the society.Therefore,this article takes Li Jiaqi as the research object,and focuses on Li Jiaqi's characteristics of "live delivery with goods" based on the 5W theory,so as to summarize Li Jiaqi's unique features,hoping to provide a reference for the live broadcast industry.This thesis mainly includes three parts.The first part puts Li Jiaqi in the context of the times,starting from the macro and micro aspects,from the four aspects of politics,economy,society,and technology,as well as the anchors and consumers themselves to analyze the support of the social environment.And the upgrading of consumer consumption structure will promote the upgrading of the original consumption model.The second part is an important chapter of this article.Based on 5W theory,it conducts in-depth analysis from the main body of communication,communication(live)content,communication channels,audiences and communication effects,analyzes the reasons why Li Jiaqi's live broadcast is so popular,and then summarizes Li Jiaqi's live broadcast The characteristics are:in terms of the main body of communication,it has gender contrast,high-quality live content,professional and solid beauty knowledge,distinctive language characteristics,and uniquely positioned personality;in terms of communication content,it is mainly divided into product content and screen content,and its live broadcast In-room products have the characteristics of meeting consumer shopping needs,brand guarantees,and large discounts;live broadcast rooms are updated from time to time,starting with camera scenes and live broadcast scenes to highly restore the real scene of offline shopping;in terms of communication channels,Adopt an omni-channel coverage dissemination model,and publish targeted content on different platforms.Finally,through the questionnaire survey,it is found that Li Jiaqi's audience is feminine and younger.The third part puts forward the problems of exaggerated publicity,difficult after-sales guarantee,audience stickiness,and low loyalty during Li Jiaqi's live delivery process,and puts forward corresponding improvement suggestions.He believes that the anchor and his team should seek truth from facts for publicity and establish a full-chain live broadcast.The supervision system of the delivery system ensures the after-sales service and the suggestions to improve the user's stickiness and loyalty.