Research On Personal Branding Of Live Broadcast Anchors

In recent years,live-streaming platforms have developed rapidly,and the diversity of platforms has added new forms for netizens to realise their influence,and the trend towards commercial realisation through live-streaming has gradually become more civilianised due to environmental factors during the epidemic.The civilianisation of "live streaming" and the increase in the number of live streaming platforms has led to the emergence of a large number of "live streaming anchors",which has greatly increased the competitiveness of each other,and personal branding is a direct and effective way to make anchors stand out.This paper analyses the process of personal branding of the anchors,identifies a reasonable and effective path to build a personal brand,clarifies the formation and operation mechanism of the anchors' personal brand effect,and helps to explore the channels,operation mechanism,development trend and prospect of building a personal brand to realise the economic realisation of influence under the current situation of the prevalent live-streaming industry.