| The popularization of mobile Internet application technology has created the vigorous development of the new media industry and provided a broader development space for the advertising industry.With the rapid growth of domestic short video users,the "live broadcast with goods" has been born,and it has also promoted many businesses to continuously innovate their advertising models on online platforms.As the largest short video production platform in China,Douyin has innovatively launched information feed advertisements in the short video live broadcast platform,perfectly integrating the live broadcast scene and advertisement placement,and further exerting the initiative and originality advantages of information feed advertisements.The delivery form breaks through the traditional marketing model.Although academia and industry have achieved fruitful results on the dissemination effects of information feed advertisements and e-commerce live broadcasts,as well as user behavior analysis,there is still a lack of systematic research on information feed advertisements on mobile short video live broadcast platforms.The current mobile short video live broadcast platform information flow advertising has its own scene attributes,which is a new type of communication scene that integrates people,products,social relations,and content.The competition for the scene is the competition for users.However,there are some big problems in the information feed advertisements of Douyin live broadcast room,such as scene insight,scene adaptation,user experience and privacy security,and the development and application of scene value are still insufficient.Therefore,the purpose of this paper is to analyze the components of live broadcast scenes,explore the influencing factors of the scene communication effect of information flow advertisements in live broadcast rooms,summarize the development problems and put forward corresponding countermeasures,and provide the latest communication strategies for the development of information feed advertisements in mobile short video live broadcast platforms.First of all,this paper takes the information feed advertisements of the Douyin short video live broadcast platform as the research object,takes the scene theory as the framework,uses the document analysis and example of case analysis method,and sorts out the development history,characteristics,advantages,delivery strategies,etc.Existing problems and research significance,conduct scenario communication analysis on advertising cases such as "Huawei X","Baicaowei","New World Daimaru Department Store",and explore the role and value of various elements of the scene on the effect of advertising communication.Secondly,this paper combines the SIPS user consumption behavior model to explore the communication strategy of information feed advertisements in the live broadcast room.Through the combination of qualitative and quantitative methods,the analysis model and problem assumptions of the advertising scene communication in the live broadcast room are constructed,and the questionnaire survey method and in-depth interview method are used to compare In a combined way,we can find the influencing factors of user behavior in the Douyin live broadcast room,and understand the attitude and behavior characteristics of users.Finally,on this basis,it summarizes the inadequacies of the information flow advertising scene in Douyin live broadcast,and puts forward effective optimization suggestions for improving the scene communication effect of live broadcast advertisements. |
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