Research On The Marketing Strategy Of Sports Goods Live Commerce

From the first year of live streaming to the current live streaming boom,live streaming has experienced development and changes over and over again.From the very beginning of the entertainment platform,transformed into a social platform that integrates business and entertainment value,as a gathering place of traffic,live broadcast has become a window to connect the audience,but also become a new direction for brand marketing.In early 2020,the spread of the new domestic coronavirus brought all offline activities to an abrupt halt,home isolation policy forced live e-commerce to grow against the trend,live commerce was born.The downturn in offline business makes live banding an inevitable choice for many businesses,coupled with the addition of multiple capitals and subjects,making the live banding industry explode in growth.Businesses from all walks of life have joined the wave of live commerce,which not only advances the macroeconomic development of society,but also meets the basic needs of consumers during the epidemic,and changes consumers’ lifestyles and perceptions of such shopping methods.The sudden outbreak of the live commerce dividend has made many profiteers follow suit and use the live commerce model to get a piece of the pie,but blind learning does not achieve the desired effect.In this paper,we take sporting goods as the research object of live commerce.First,we analyze the feasibility and long-term of sports goods live commerce according to the macro and micro environment of sporting goods,summarize and refine five models of sports goods live commerce,and analyze the unique advantages and problems of each model.Secondly,we use questionnaire survey,case study and comparative analysis to obtain the characteristics of the sports people who participate in live commerce,analyze the realistic problems encountered by sporting goods live commerce at this stage,explore what factors will improve the communication effect of sports goods live commerce in the process of live commerce,establish the index system affecting the communication effect of sports goods live commerce based on the survey results and data collection,and then Using the hierarchical analysis method to determine the importance of each index,the main influencing factors of the effect of sports goods live commerce were analyzed.Finally,taking Taobao sporting goods merchant "All Phase Sports Ski" as an example for STP positioning,combining the weight of each index,live user profile and relevant marketing theories,we propose marketing countermeasures and safeguards that can promote the growth of live commerce effect and promote the benign development of sports brands.This study broadens the idea of marketing traditional goods such as sporting goods by means of emerging live commerce,and has certain guiding value for small and medium-sized businesses and emerging brands in capital accumulation and brand marketing,and has certaia referencen significance for the live commerce of similar goods.