Research On Scenario-based Marketing Strategies For E-commerce Live Broadcasting

Since 2015,mobile live video software has appeared in the public eye,and it has quickly swept through people’s daily life with the characteristics of low cost,blending scenes and super interaction.With the advent of the 5G era,the space-time integration experience created by the full coverage network and the surreal scene generated by digital technology,these elements play an increasingly prominent role in the process of information dissemination."Live broadcast",an emerging media form,has also become the layout focus of various e-commerce platforms with its characteristics of "super interaction and high conversion rate".At the beginning of 2020,affected by the outbreak of COVID-19,the "house economy" has developed,and consumers who live in isolation at home have turned on live e-commerce and started the "cloud shopping" experience.Live e-commerce has entered a new scene era.From the perspective of "scene",based on the analysis of the development status of e-commerce live broadcast industry,combined with the theories of sociology,marketing and other related disciplines,this paper explores the function mode and value characteristics of "scene" in e-commerce live broadcast industry.Based on the scene theory,this paper analyzes the difficulties faced by e-commerce live broadcast industry at present,and puts forward corresponding countermeasures and suggestions.Specifically,this study divides the scene process of e-commerce live broadcast into four stages,and divides the e-commerce live broadcast industry into two types: "e-commerce+live broadcast" mode,represented by Taobao and JD.COM live broadcast,and "live broadcast+e-commerce" mode,represented by Tik Tok and Aauto Quicker,with short video platforms online.Then,through participatory observation,from the three elements of people,goods and field,this paper analyzes the construction of e-commerce live broadcast scene,and sums up the features of e-commerce live broadcast,such as blurred boundaries between front and back areas,extinction of time and space boundaries,super-authenticity,etc.,as well as new values of e-commerce live broadcast,such as better scene experience,closer psychological connection and smoother flow realization,etc.,under the scene background.Under the background of mobile Internet technology,the strategy of e-commerce live broadcast scene marketing with mobile devices,social media,big data,sensors and positioning systems is put forward.Finally,aiming at the problems of low illegal cost,low entry threshold and poor profitability in the scene construction process of e-commerce live broadcast industry,the corresponding suggestions are put forward from three aspects: legal guarantee,social breakthrough and technology drive.