Research On The Optimization Of H Enterprise’s E-commerce Live Streaming Marketing Strategy

In recent years,with the innovation of Internet technology,live streaming is rapidly popularized in the field of e-commerce,and plays an important role as a mainstream e-commerce marketing method.How to stand out in the competitive e-commerce market,live marketing strategy becomes particularly important.Founded in 2016,H Company focuses on the development of e-commerce by relying on offline entities.After six years of development,it has made certain achievements in the e-commerce industry.However,in the case of increasingly fierce competition in the industry and constant decentralization of e-commerce consumption flow,how to achieve sustainable development in the e-commerce field,further enhance the core competitiveness of the enterprise and maintain competitive advantages? It is necessary to adjust and optimize the marketing strategy of enterprises in time in the constantly changing market competition environment.This thesis consulted relevant literature at home and abroad through the literature research method,and took the interactive ritual chain theory as the main theoretical tool to study the current situation of H Company’s e-commerce live streaming marketing strategy.Then,we sorted out problems related to e-commerce live streaming marketing of H company,conducted in-depth interviews with different employees and industry experts of the company,analyzed and sorted out the interview results,relevant data of e-commerce live streaming background and live streaming industry data,and found that H company has five problems: The presentation effect of live streaming scene is poor,the marketing planning of live streaming products is unreasonable,the preheating and drainage work of live streaming is insufficient,the characteristics of anchors in live streaming activities are not obvious,and the recovery work after live streaming is not in place.In view of the above problems,combining the four elements of interactive ritual chain and corresponding live marketing elements,it is hoped to propose ideas and directions for the optimization of H Company’s e-commerce live marketing strategy in five aspects,including scene presentation,commodity marketing,preheating and drainage,anchor characteristics and review summary,so as to enhance consumers’ purchase intention in live marketing activities and further improve the effect of live marketing.Strengthen H company’s core competitiveness of e-commerce live streaming.Through research and analysis,this thesis puts forward five optimization suggestions for H Company’s current e-commerce live streaming marketing strategy:beautify the live streaming scene,upgrade the live streaming equipment and scene layout;Optimize commodity structure,carry out strategic selection and pricing;Perfect preheating work,expand drainage channel;Enhance the characteristics of anchors and enhance the interactive atmosphere;Clear response ideas,planning response content.I hope to help H Company improve its live marketing strategy,maintain its competitive advantage in the e-commerce field,enhance its comprehensive strength,and stand out in the market environment with fierce competition in the industry and scattered consumption flow of e-commerce.At the same time,it also provides reference for the further development of e-commerce enterprises of the same type as H Company.