| In the 21st century,the world has entered the era of Internet.In the era of Internet,the extended "live broadcast +" economy is sweeping the current wave of marketing communication.Live broadcast technology is going deep into all walks of life,giving new opportunities and growth points for industry transformation and breaking through bottlenecks.As the application of live broadcast technology in e-commerce industry,webcast has given the flow potential energy of live broadcast to the original sales characteristics of e-commerce,and has become the mainstream of current marketing communication.Relying on the Internet platform and technology,webcast has fundamentally changed the communication mode of brands or products,given consumers the "interest" position of sharing and shopping,and evolved online shopping into a social way.In particular,with the popularity of mobile terminals and 5G technology,mobile network,fast payment and logistics are "all pervasive",creating a "favorable time and place" for online live broadcasting and creating a climax of live broadcasting with goods.Webcast has innovated the links of production,marketing creation and Internet consumption,and opened up a new economic growth point of the consumer market.The brand of QINGSUI was founded in 2017 by the China mask industry big boss BEIHAO group,aiming to become the global mask brand."Born only four years",the unexpected winner of the 34 year leading mask technology of BEIHAO group,redefined the mask with the professional,conditioning and lightweight mask with the natural,safe and effective skin care concept.As a brand new brand,QINGSUI mask has been leading the market with the new marketing mode since its establishment.It has a full chain marketing channel including micro businesses,electricity suppliers and offline experience stores.Since 2020,QINGSUI have taken advantage of the trend,strategically arranged the network live broadcast marketing,and took it as an important marketing channel to enter the era of "live broadcast +".In this paper,the use of literature research,case analysis,enterprise research and other methods of paper research.Taking the live online marketing of QINGSUI brand as a case,this paper analyzes the current situation and shortcomings of the live online marketing of QINGSUI brand.This paper selects the e-commerce network live broadcasting represented by Viya live broadcasting room and Juhuasuan live broadcasting room as the benchmarking research,analyzes the advantages of e-commerce network live broadcasting,and analyzes the two kinds of network live broadcasting marketing modes of QINGSUI brand network live broadcasting and e-commerce network live broadcasting,so as to provide benchmarking reference for the improvement strategy of QINGSUI brand network direct broadcasting,and puts forward the network live broadcasting marketing optimization strategy of QINGSUI brand.Through this study,this paper puts forward the optimization strategy of online live broadcast marketing of QINGSUI brand,so as to improve live broadcast flow,enrich live broadcast content,increase live broadcast interaction and promote live broadcast sales for QINGSUI brand.Hope to help QINGSUI brand improve the overall marketing effect of webcast,open up new users and maintain old users’ marketing channels,deepen consumers’ awareness of QINGSUI brand’s corporate culture,increase customer loyalty and achieve revenue goals.At the same time,this study can provide reference for other enterprises’ online live broadcast marketing strategy. |
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