Study On The Construction Of Marketing Scene In E-commerce Live Broadcast

2016 is called the first year of live broadcasting,and 2019 is called the first year of e-commerce broadcast.Live streaming has blossomed in e-commerce after growth has been caught in a bottleneck.Under the impact of the epidemic,e-commerce live in 2020 by leaps and waves,has become the mainstream e-commerce consumption model.In this context,not only the e-commerce platforms are building it as a strategic function,even a large number of traffic access to the social platform began to enter e-commerce live.In the domestic,5G,big data construction are in full swing.the scene era is also quietly coming.In recent years,although there has been some theoretical researches on e-commerce live broadcast,but mostly stay in the analysis of the phenomenon and traceability,failed to involve the theoretical construction.This paper will use the scene theory into e-commerce live,trying to find a theoretical basis for e-commerce live broadcast.Through observation and in-depth interview,this paper draws the five main scenes in the current e-commerce broadcast: virtual online consumption scene,artificially constructed usage scene,real-time social interaction scene,elaborate business scene and user's physical scene.Then came the five sections of the staggered builder's five scenes: the communicators in communication,the live environment,the product quality,the narrative mode,the technical means.The scene construction elements of this study can make the live broadcast room built with the top anchor as the core use the scene elements to enhance the relevance and interest of the live broadcast,and also make the live broadcast built with the brand side as the core get rid of the shackles of the specific anchor,and seek the consensus of the brand and the user in the scene.At the same time,this paper also provides reference value for the further in-depth study of the future e-commerce live scene,which has important theoretical significance.