基于淘宝直播下电商营销策略研究外文翻译资料

基于淘宝直播下电商营销策略研究

文献出处: Barney Park. The research of live broadcast economic and live broadcast marketing [J]. The Journal of Media Economics, 2017, 3(1):19-31.

原文

The research of live broadcast economic and live broadcast marketing

Barney Park

Abstract

The Inis said in the bias of transmission: the emergence of a new medium will lead to the generation of a new civilization. The generation of live broadcast platform provides the necessary foundation for the rise of live broadcast economy. Now, there are many kinds of live broadcast APP, according to the statistics, there are more than 100 live broadcasts APP, which provides a convenient platform for the live broadcast broadcast. It greatly speeds up the development of economic. The industry have different opinions for the broadcast industry, however, some people think that this is a bubble economy, high heat is only a short period of time. Also somebody thinks highly of the broadcast industry, they think it is the end way out of the content marketing. Live broadcast is a new form of content marketing, now live broadcast has larger development space, although live broadcast exists sorts of problems in the industry, but live broadcast is currently one of the most popular and effective marketing tool.

Keywords: Network broadcast; Content marketing; Marketing methods

1 Introduction

Live broadcast after continuous economic development, and gradually formed a considerable size of the industry, in this industry every ordinary person can become a producer, their live broadcast production results is presented to the public. The low threshold, high heat got the favor of many brand marketing form, live broadcast has become one of the most popular marketing tool at present. Characteristic of the network era 'after' is the use of 'second screen', traditional media and new media mix of viewing 'multiple watch', which as the material carrier of 'second screen' - mobile terminal, with the users, in the form of subordinate to TV in this stage, to the user for mobile use also mainly pauses in the social media chat, and refer to the email. The rise of online video broadcast, broke the viewing a fixed pattern, users not only from the mobile terminal network short video viewing experience, also change the dominance of television. Once upon a time people used mobile terminal mainly fill for prime time television commercials, and todays big video portal network video as the main battleground of the user.

2 The spring up of live broadcast economy

2016 is the economy of the world live broadcast, live broadcast is not a new phenomenon, but the scale of live broadcast is very rare. Especially after a lot of capital to enter, live broadcast economy is developed quickly and quickly formed a new industry. A large amount of capital into people live broadcast is the important factors to promote industrialization, large amount of investment of the attention, at the same time also further enhance the live broadcast entrepreneurial enthusiasm of the masses. With the continuous development of live broadcast economy, the entertainment industry has also been affected. Many stars have also appeared in the live broadcast around the platform, easy access to a lot of attention. Besides, there are a group of hundred house also added people live broadcast. The participation of people from all walks of life made live broadcast to the attention of more and higher, live broadcast is not simple display activities, such as brand, product commercial factors of people, live broadcast became one of the most popular marketing tools at present. And according to the definition of content marketing, content marketing is simply enterprise by publishing a variety of forms of media and capacity, marketing means to stimulate consumer behavior, its various forms, and enterprise independent brand to create any form of embodiment of information work can be referred to as content. Content is the information itself, and have different forms and carriers. So, live broadcast content marketing is undoubtedly a unique form of marketing.

3 The characteristics of the live broadcast

3.1 Personal fulfillment

According to Maslowrsquo;s hierarchy of needs theory, when a person is to satisfy the physiological needs, security needs, emotional and belonging needs and respect needs, can produce a higher layer of urgent desire for self-realization. Web celebrity will their live broadcasts on the live broadcast platform, the purpose is naturally won fans onlookers and comments. So the red anchor net take various methods to attract more fans, before they can prepare delicate makeup look, live broadcast will also be in the process of performing such as singing and dancing talent, hope to get more recognition and audience to follow. The corresponding to the drawbacks of the vulgarization, is due to its low threshold, live broadcast online platform access, for ordinary people become 'anchor' and without too much limitation, many live broadcast portal, etc by the user with a photo id card can meet the conditions, and to become the host device that is just a phone, so had to in the shortest possible time to gain fans attention, the spread of the content is not very valuable, some even bad information, this caused a bad influence on the network environment.

3.2 live broadcast services for marketing

More and more web celebrity live broadcasts with brands actively, help enterprises to promote and sell products. Companies find through the web celebrity live broadcast implanted advertising more easily finish commodity trading. Live broadcast can be linked to the economy is largely due to live broadcast with the height of the characteristics of 'concentration', this is the first time

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