Research On The Structure And Cultivation Strategy Of T Company’s Online Celebrity Live Streaming Ability

In recent years,business customers have a great market demand for live streamers.As an MCN organization,how to train its network celebrities to become the main streamers and improve the realization efficiency has become a new problem.T Company,as a leading platform enterprise in the field of new economy of Internet celebrities in China,has built a big data platform for Internet celebrities,brand merchants and small and medium-sized businesses to accurately match the accounts of Internet celebrities with the marketing needs of brand enterprises.Promoting cooperation between the two parties not only helps Internet celebrities realize commercial realization of private traffic,but also helps enterprises to better improve business efficiency.Expand brand and product online publicity effect.Based on the case study of anchor cultivation and delivery in MCN institutions,this thesis takes opinion leaders and network communities as the theoretical basis to screen out the indicators of streamers’ ability to carry goods,which are mainly divided into two dimensions of visibility and interactivity,and attempts to quantitatively predict their streamers’ ability through data.This thesis uses literature research method,regression analysis method and other research methods to select the cases of streamers’ main broadcasting on Tik-tok platform.The current streamers are divided into professional streamers’ main broadcasting(Internet celebrity KOL,KOC)and non-professional streamers’ main broadcasting(star entertainer).Based on the visibility index and interactive index of Internet celebrity,the prediction effect of streamers’ ability to carry goods is tested.A multiple regression analysis was conducted,combining the index evaluation and sales volume comparison in the same dimension with the company’s data,the several following conclusions were drawn: Firstly,the popularity and interactivity index of the main streamer is strongly linked to the sales volume of the live streamer;secondly,from the standpoint of the categorization of anchors,combined with the impact of the indicators of the visibility of anchors on the sales of live streamers,professional streamers(Internet celebrity KOL)is greater than non-professional streamers(star entertainers);At the interactive level,the impact of non-professional streamers’ broadcasting(star entertainers)on the sales of live streamers’ broadcasting is greater than that of professional streamers’ broadcasting.Thirdly,from the perspective of the type of carry-on,based on the visibility level,the three main categories have a certain degree of impact on the sales of live streaming carry-on,among which the popularity of fashion wear category has the greatest impact on the sales of live streaming carry-on;Based on the interaction level,compared with the other two main categories of commodities,the interaction of American food has the greatest impact on the sales of live streaming goods.This thesis proposes optimization measures and suggestions from two dimensions-the popularity of anchors,their interaction,and the advantages of commodities-to further enhance the way anchors carry goods and their capacity.