C Company’s Wechat Live Broadcast Marketing Strategy Research

In recent years,with the rapid development of China’s economy and the continuous improvement of national income,significant changes have taken place in the concept of public consumption.The growing need for a better life of the people has led to an increase in the proportion of cosmetics in consumer life,and the demand for cosmetics by Chinese consumers is also rapidly increasing.At the same time,with the rapid rise and prevalence of the Internet economy and online live streaming marketing,traditional cosmetics companies are experiencing bottlenecks in offline marketing and slowing performance growth.In response to the trend of the times,it is particularly important to pursue new opportunities and challenges through online live streaming marketing in combination with the Internet economy.As the largest strong relationship social platform in China,wechat accounts for the largest private domain traffic,and its private social attributes are superior to the other three platforms.Once a good industrial closed loop is formed,for example,using wechat official account to guide through live broadcast,users can share in the "good circleof things" basedonstrong relationships,andintegrating "social networking+e-commerce" and "live broadcast+e-commerce" will achieve huge commercial benefits.In the previous operation and management of Company C,only cosmetic products were considered as core functions,and there was no research on the marketing strategies adopted during the different development periods of the products.There are significant deficiencies in the mining of new customer needs,the extension of existing customer needs,the tracking of key customer needs,and the collection and feedback of market information,which have resulted in a lagging situation in new marketing strategies.In recent years,C cosmetics company has also begun to try a new model of wechat live streaming marketing.This article selects C Cosmetics Company as an example,and takes We Chat live streaming marketing as the research object.It analyzes the existing problems of We Chat live streaming marketing in C Company,including insufficient personalized insight into consumers’ needs,and weak interesting interaction in live streaming marketing;Live marketing does not pay enough attention to reducing consumers’ capital,time,energy,and decision-making costs;The live broadcast marketing promotion is not in place,the push is not accurate,and the convenience is insufficient;Communication needs to be strengthened.From the perspective of new media marketing management,this article plans to re plan the customer management,staffing,and market demand development of marketing,to assist Company C in restructuring its marketing strategy,fully utilize the digital marketing model under the mobile internet,optimize a single sales model of offline and local promotion,and achieve an omnichannel marketing model of offline and online integration.In the context of the rapid development of live streaming,this article combines traditional marketing theories and focuses on the research of traditional cosmetics companies in the field of wechat live streaming marketing,hoping to provide reference for this enterprise and similar small and medium-sized traditional enterprises in live streaming marketing.