Research On The Communication Strategy Of Taobao Live In The Era Of Fan Economy

With the maturity and popularity of webcast technology,webcast has been involved various fields.People from all kinds of industries have taken the initiative to use the new technology of webcast to gain more revenue.As a resault,the mode of "live broadcast+e-commerce" has been spread unstoppable.Among them,Taobao live broadcast appeared earliest and has the latgest scale.In the environment of lack of attention,the accumulation and maintenance of fans is the most important task of e-commerce live streaming.Taobao live broadcast is in the ascendant,it is very necessary for us to study and analyze the communication strategy of Taobao live broadcast related to fan economic theory.The paper combines the background of fan economy with the development of Taobao live broadcast,and uses some principles in communication to analyze the communication strategy characteristics of Taobao live broadcast in the era of fan economy.The first part of the article collates the research background and explains the relevant theories of the article,including fan economic theory,opinion leader theory and "use and satisfaction" theory.The second part analyzes the concept of fan economy and the development process of Taobao live streaming.Trace back to the source of Taobao live streaming through the evolution of TV shopping and the product display form of Taobao platform.The third part combs the relationship between fan-economy and Taobao live broadcast by combining theory with case study.On the one hand,fan economy is gradually integrated into Taobao live streaming,on the other hand,Taobao live streaming is also constantly promoting the development of fan economy.The fourth part summarizes the communication strategy of Taobao live broadcast by using the methods of literature collection,case analysis and user investigation.As shown in the summary,the common strategies of Taobao live room include low-price sales and enthusiasm interaction,issuing coupons to guide transactions,accumulating fans through free means;the strategies of head Taobao live room include using"C2M" mode to create low-cost eye-catching sales of the whole network,introducing traffic network celebrities or stars to add attractions,fan operation-using a variety of media to attract fans.The fifth part uses the method of in-depth interview to investigate the usage of Taobao live streaming users.According to the survey,the demand satisfaction of users is analyzed and summarized.Users in Taobao live broadcast not only meet the convenient and preferential shopping needs,alleviate lonely social needs,meet the curious needs of environmental monitoring,but also meet their needs to immerse themselves in virtual scenes in the pursuit of pleasure.Last but not least,the article summarizes the shortcomings of the current communication strategy of Taobao live broadcast,and puts forward some suggestions for its development.While the platform produces huge benefits,there are also many problems such as information fraud,exaggerated publicity of products,lack of innovation in content,unclear product classification,unstable user stickiness and so on.These problems seriously hinder its further development.The sixth chapter gives the corresponding optimization suggestions according to the problems and obstacles in the process of its development,hoping to bring some reference to the relevant researchers and practitioners.