| As the Internet develops continuously and the popularity of intelligent devices,the rapid rise of online live broadcast and short video platforms has led to the birth of a new marketing method-live broadcast with goods.The live delivery mode introduces the product in the form of real-time interactive and all-around video display,so that consumers can more intuitively understand the product situation,maximize the offline shopping experience,and improve consumers’ enthusiasm and willingness to buy.With the arrival of the epidemic,local specialty businesses that primarily operate offline were greatly impacted.More and more local specialty businesses have realized that their original marketing models are inadequate to meet the new changes and demands in the market.They must seek changes and actively explore live streaming marketing models to expand their consumer base.However,due to the short duration of live streaming sales and a lack of professional talent in local specialty enterprises,the incomplete live streaming marketing strategies of these businesses ultimately lead to disappointing results.Local specialty businesses must optimize their existing live streaming sales strategies in order to better adapt to new market changes and trends,and thus achieve long-term and healthy development.This paper through PEST and SWOT analysis of A vinegar factory live with cargo feasibility analysis,using literature research,questionnaire,data analysis,analysis A vinegar factory live with goods mode status,find out A vinegar factory live with goods in brand,anchor,interaction,purchase intention and share the problems existing in the five dimensions,combined with direct complex marketing theory and precision marketing theory optimization A vinegar factory live with goods strategy.Through this research and writing,it can not only enrich the research on live broadcasting and delivery,but also provide some inspiration and reference cases for other local specialty enterprises to carry out live broadcasting and delivery.It is hoped that this study can provide meaningful suggestions for the future live broadcast and delivery of vinegar factory A,and contribute to the realization of the goal of live broadcast and delivery of vinegar factory A. |
