Research On The Strategy Of "Oriental Selection" Live Streaming Delivery Communication

After a period of savage growth in the first half of 2022,the livestreaming economy seems to be about to say goodbye to the rough times.Once the head anchor wave unceasingly,the long journey back to the industry.In June,the National Radio and Television Administration issued the Code of Conduct for Network Anchors to guide the sound development of live broadcasting economy.What is more striking is that New Oriental,which has opened up a new track due to the impact of the "double reduction" policy,stands out with its brand Oriental Selection.The unique knowledge live broadcast mode,in line with the policy orientation of quality live broadcast,coupled with the emotional bilingual commentary of network celebrity Dong Yuhui,Oriental Selection Live Broadcast room ranked the first place in Douyin live broadcast goods list for six consecutive months and July,and GMV(gross revenue)reached 2billion yuan from June to August.Therefore,this paper takes Dongfang Selection as the research object,focuses on the communication characteristics of Dongfang Selection live streaming conveyor,and then summarizes the unique features of Dongfang selection,in order to bring references for the industry of live streaming conveyor.This paper mainly includes three parts.The first part combs out the reasons and transformation process of the rise of selection live streaming.Firstly,the development background of Oriental Selection is analyzed at the social and individual levels.Secondly,the live broadcast before and after the circle is divided into the early stage and the late stage for analysis and comparison.The second part analyzes the subjects of communication,content of communication(live broadcast),channels of communication,audiences and effects of communication,analyzes the communication strategies,analyzes the reasons for the popularity of Oriental selection live broadcast,and then summarizes the characteristics of Oriental selection live broadcast: In terms of the main body of communication,the live broadcasting mode beyond the traditional live broadcasting,the unique positioning of "bilingual" anchors,the brand marketing endorsed by New Oriental Education,the professional and emotional language features,and the team cooperation of the live broadcasting route have laid a unique communication logo for Oriental Selection.In terms of communication content,it mainly starts from the two aspects of product content and picture content.In terms of product content,its live broadcast promotes agricultural products to help rural revitalization and pays attention to the brand of products.In terms of picture content,it selects indoor and outdoor live broadcast methods to create different themed shopping scenes from time to time.In terms of communication channels,Douyin,Weibo,Xiaohongshu,Taobao and other platforms layout to expand traffic channels.Finally,through data collection and chart induction,analysis of the audience characteristics and communication effects of the East selection broadcast room.The third part puts forward the problems that the East Selection broadcast room relies too much on individual anchors,there are false publicity phenomena,the theme is free,and it relies on a single communication platform,and puts forward corresponding countermeasures.It believes that the team development should be the core,more new communication subjects should be explored to meet the needs of the audience,the anchors and the team should carry out real publicity,grasp the degree of emotion output,accurate communication and communication channel coordination.Form matrix effect.Finally realize the dissemination effect to tamp the long-term development power of the proposal.