Research On Circle Communication Of E-commerce Live Broadcast ——Take Luo Wangyu As An Example

The development of Internet technology has led to the influx of massive information,which makes the information that everyone can access grow exponentially.And people's attention resources are limited.In this situation,people would choose relevant information according to their interests,which promotes the development of circle and circle communication.In the e-commerce live broadcast,the anchors meet the diversified and personalized needs of users,and accurately match the content and goods with users,forming a phenomenon of circle communication with cultural and economic attributes.The dynamic system formed by the interaction within and between circles makes the e-commerce live broadcast have extensive penetration.Luo Wangyu has been deeply engaged in the field of skincare and beauty for many years,attracted a huge following with his unique concept of skincare,and continued to spread culture and products to other circles.He has entered the public's vision and has space for exploration in cultural and commercial value.Based on a detailed review of literature in China and other countries,through a case study and participant observation,this study analyzes the behavior of Luo Wangyu and fans from the TikTok,Weibo,RED,and other social media platforms in the early,mid,and late stages of the live broadcast.The author also adopted snowball sampling,paid attention to the diversity of the identity,age,consumption,and other attributes of the interviewees,and selected 22 fans of different levels from the surrounding,live broadcast,and fan group for in-depth communication with them.Based on the collected data,this paper shows the real picture of circle communication in Luo Wangyu's live broadcast,explores the construction logic of circle communication,and finally puts forward the relevant problems and solutions of e-commerce live broadcast from the perspective of the circle communication,which has theoretical and practical significance.Firstly,this paper presents the circle communication phenomenon of Luo Wangyu's live broadcast in detail from the four aspects of culture,scene,relationship and economy,including the role of Luo Wangyu and users of the live broadcast,interactive content and mode,scene layout of the live broadcast,traffic conversion channels,etc.On this basis,the author further thinks deeply about the "construction logic of circle communication in Luo Wangyu's live broadcast room",and makes an in-depth analysis according to the steps of circle construction,circle stability,circle wall breaking,and circle extension under the guidance of circle communication theory.In the highly competitive e-commerce live broadcast market,Luo Wangyu has deeply explored the needs of users.integrated brand resources,and continued to expand the circle.At the same time,he has achieved a win-win situation in sales and reputation.In terms of culture,Luo Wangyu created a circle culture through core concepts,circle products,and professionals,and spread it around the circle culture to attract fans and generate their identity,realizing the establishment of the circle.In terms of scenes,Luo Wangyu increased users' sense of belonging to the circle through the display of real scenes and the interaction in virtual scenes,to achieve the purpose of stabilizing the circle.In terms of relationship,Luo Wangyu strengthened the relationship between anchor and users,and between users and users,to break through the barrier of the circle.In terms of economy,Luo Wangyu integrated brand and user resources,to obtain economic benefits and attract new members to create a more stable circle culture.The excellent performance of Luo Wangyu's live broadcast in circle communication provides a reference for other anchors to build a high-quality circle in e-commerce live broadcasting.Luo Wangyu provided goods and value for users of his live broadcast through circle communication,realizing diversion and realization.However,based on the thinking of circle communication,by sorting out the problems in the e-commerce live broadcast represented by Luo Wangyu live broadcast room,the author found that the implicit control of technology on users and the trap of consumerism may hurt the live broadcast users and social development.While reflecting,the author also put forward relevant solutions.In terms of theory,after systematically reviewing the relevant research,the author makes an in-depth analysis of the circle communication mode in the context of e-commerce live broadcast from the four aspects of culture,relationship,scene,and economy,which enriches the research results in the two fields of e-commerce live broadcast and circle communication.In practice,taking Luo Wangyu live studio as an example,the author focuses on the construction logic of circle communication in e-commerce live broadcasting,provides new ideas for e-commerce anchor to achieve better circle communication effect.In addition,the author also puts forward the current problems of e-commerce live broadcasting from the perspective of circle communication,and tries to provide feasible strategies from the three aspects of country,platform and user to solve these practical problems,which has certain guiding significance for the practice of e-commerce live broadcasting.