Research On Marketing Countermeasures Optimization Of E-commerce Live Broadcasting On T Platform

The e-commerce live platform is an internet bilateral platform that has sprung up in recent years.It not only provides consumers with a new way of online shopping-live shopping,but also provides businesses with a new way of sales.The e-commerce live broadcasting industry is now in its formative phase,with major players in the field platforms have also entered a critical stage of competing for existing customers.T company is one of the older e-commerce live broadcasting platform enterprises in China.Because it has always only paid attention to the relationship maintenance of partners such as platforms,merchants and anchors,and ignored the relationship maintenance between platforms and consumers,some marketing problems have arisen in its operation process,such as being unable to adapt to the changing needs of consumers and relying too much on anchors to maintain the relationship with consumers.These problems have led to the low repurchase rate of consumers on T company’s e-commerce live broadcast platform,unable to retain consumers,and difficult to achieve sustainable growth.Therefore,this paper takes T company’s e-commerce live broadcasting platform(hereinafter referred to as T live broadcasting platform)as the research object.Firstly,it summarizes the latest research status of e-commerce live broadcasting industry and its marketing strategy at home and abroad,and reviews the marketing strategy theory and tools.Theoretically,the external macro environment is examined through the utilization of a marketing PEST model.T live broadcasting platform from five aspects of Porter’s five forces model is employed to evaluate the bargaining power of suppliers,buyers,potential entrants,industry competitions,and substitutes in the policy,economy,society,and technical environment.Industry competition environment of T live broadcast platform from these five aspects.An examination of the external macro environment and industry competition conditions,in conjunction with the enterprise’s actual data,has been conducted.In internal operation status,this paper initially positioned the problems existing in the marketing of T company’s e-commerce live broadcast platform,then a summary.The 4R marketing theory was employed to divide the issues into four distinct components: reaction,relationship,return,and correlation.This paper,in conjunction with the market survey questionnaire and its data analysis,examines the target market of the live broadcast platform from the viewpoint of consumers,summarizes the current marketing strategy issues,and investigates the sources of these issues.This paper,based on STP target market positioning and 4R marketing theory,aims to address these marketing issues.The live broadcast platform’s marketing strategy optimization scheme is presented,along with the necessary safeguards for its implementation and the optimization scheme.Starting from the relationship between the platform and consumers,this paper analyzes and optimizes the marketing strategy of T live broadcasting platform,and provides strategic guidance for the platform to attract consumers and cultivate consumer loyalty,which will help T company expand market scale and enhance competitiveness in the future development,and realize the sustainable growth of sales revenue.It is fervently wished that the investigation of T corporation’s e-commerce live broadcasting platform can furnish theoretical and tactical references for the marketing issues of e-commerce live broadcasting industry.