| As Now our country is experiencing the rapid development stage of the information revolution.As an early product of the information revolution,the Internet presents many emerging technologies through the Internet.Today,with the rapid development of the information revolution,we personally experience the changes of the Internet from news portals,blogs and social application platforms.After 2012,the live broadcasting platform has sprung up,and then started the early cooperation with online games,show shows,and other forms of entertainment in an extremely rapid way.As a platform established in China in the 20 th century,e-commerce has a relatively late integration with online live broadcasting.Compared with the information presentation and interactive experience in the era of news portal,it used to use words and images The information presented in this paper is a bit dull.Webcast itself has the characteristics of instant feedback and dynamic information transmission beyond the news portal,and in the process of integration with other formats,it shows a strong adaptability,and further stimulates the great vitality of the formats.It makes the transmitter and receiver in the communication process have a stronger ability of instant feedback,and with the help of real-time video communication,More in line with the characteristics of interpersonal communication.As soon as the ecommerce platform and webcast are integrated,they begin the rapid development process.Now the major e-commerce platforms have embedded the webcast function.The marketing mode of e-commerce webcast has changed the pattern construction of the traditional e-commerce platform.Nowadays,with the rapid development of e-commerce live broadcasting industry,it also faces various problems,such as how to avoid the existing problems in e-commerce live broadcasting marketing,how to better play the role of content production and flow realization in online live broadcasting marketing,and ensure its benign development in the increasingly fierce competition of e-commerce live broadcasting.It has become an urgent problem for the e-commerce live broadcasting industry.Based on the ecommerce live broadcast marketing,this paper analyzes the application,development status and strategy of e-commerce live broadcast in China.The introduction part analyzes the research situation in the field of ecommerce live broadcasting.The second chapter analyzes the background conditions and current situation of the rise of e-commerce live broadcasting.Through the popularization of the Internet,the rise and development of network live broadcasting technology provides the audience with more interactive information communication.The rapid development of ecommerce occupies a considerable market share.In addition,the continuous upgrading of people's needs and the attention of social capital to network live broadcasting and e-commerce As a result,the e-commerce live broadcasting industry has a good development environment in its infancy.The third chapter analyzes the characteristics and advantages of e-commerce live broadcast marketing.Through the information transmitted in the live broadcast process,the characteristics of the communication process,and combined with the special situation and the characteristics of the operation link of e-commerce live broadcast,it shows that the live broadcast marketing activities of ecommerce have a strong role in changing the attitude of the live audience,and have the advantages of low cost and high efficiency The overall development situation is good,and will retain a high market share for a long time.The fourth chapter through the analysis of the specific operation means of Taobao e-commerce live marketing,through the analysis of the traffic channel operation mode,content delivery mode,the characteristics of live promotion and the platform support network red anchor incubation strategy and means,in the overall grasp of the Taobao live marketing specific application scenarios and the overall format.The fifth chapter analyzes the existing problems of Taobao live e-commerce,which mainly involves the production of platform content,professional quality of anchor,audience psychology,and grasps the overall problems of e-commerce live industry through the analysis of representative e-commerce platforms.In the sixth chapter,through the above analysis and demonstration,the strategies to solve the problem of ecommerce live marketing are put forward.The conclusion summarizes the overall content,and looks forward to the bright future of China's e-commerce live broadcasting industry.The author hopes that researchers in the academic circles can pay more attention to the development of e-commerce live broadcasting industry,and also hopes that their views and suggestions can give some inspiration to later researchers. |
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