The Capital Market Value Of Knowledgebased Live Commerce

With the rise of digital economy,innovations in the field of e-commerce are emerging.Among them,new e-commerce has become a key force in promoting enterprise transformation and upgrading,and promoting the coordinated development of the real economy and the digital economy.With the content as the core,the new ecommerce realizes the people-goods matching and multi-scenario innovation through the reconstruction of the "people,goods and field" link,and it comprehensively uses the intelligent technology and the new generation of information technology.It also uses social interaction to stimulate the network effect to promote the transformation of social consumption form from functional consumption to experiential consumption.At the same time it realizes the cost reduction and efficiency increase at the consumer end and the supply end.In recent years,the new e-commerce industry,mainly in the form of webcast e-commerce,has developed rapidly in China.A large number of enterprises have quickly joined webcast e-commerce to gain first-mover competitive advantage.In the short term,the rapid participation of a large number of enterprises has also led to the simplification and duplication of webcast forms,which is not conducive to the sustainable development of webcast e-commerce,but also limits the promotion of the conversion rate of live broadcast orders.Therefore,it is one of the problems that enterprises need to face urgently to find effective,positive,prominent product characteristics and sustainable influence of the form of carrying goods.Many enterprises have made explorations in the mode and content of e-commerce live broadcast.Besides playing a role in product sales,whether these new ways of carrying goods will also be favored by the capital market is a new topic worth studying.Based on the background mentioned above,this paper uses the event analysis method to analyze the case of Mr.He in bilibili,which analyzes the capital market effect it brings,and explores the value it brings to the enterprise.This paper is divided into four parts.Firstly,it summarizes the background and particularity of the event in general,and expounds the methods and basic theories related to case studies in the context of the development and prosperity of the Internet and online e-commerce;Next,read and organize relevant literature,and write a literature review;The third part is the empirical evaluation of the capital market effect of the knowledge-based live commerce.The event analysis method is used to study the change of stock market value before and after the event,and the significance test of the analysis results is conducted to ensure the correlation between the results and assumptions.The empirical results prove that the e-commerce event has a continuous positive impact on the company’s stock price;The fourth part elaborates the experience and enlightenment of this event in detail,and puts forward suggestions for enterprise development.The research results of this paper show that knowledge-based live commerce mode has brought positive capital market effect to Loctek.People’s attention to the company’s products is continuous,and consumers have injected a sense of expectation into the company’s scientific and technological products,which proves that knowledge-based live commerce mode has advantages which other modes do not have.As the decisionmaker of an enterprise,While focusing on the online cargo industry,we should keep a clear head and choose high-quality e-commerce modes such as knowledge-based live commerce,which can not only reduce the marketing cost of enterprise,but also improve the corporate image.Relevant video platforms should focus on exploring knowledge bloggers,helping them improve video content and establish business cooperation with enterprises,so as to improve the platform’s reputation and business value.As a wemedia blogger,we should pay attention to the positive guidance of the content and use the knowledge to improve our influence.Compared with the traditional star ecommerce and promotional e-commerce modes,the knowledge-based live commerce mode is more sustainable,more in line with the positive requirements of the society for the platform content,and more easily affect consumers emotionally and promote consumers to consume.