基于网络直播平台的电商营销策略研究

发布时间：2018-03-20 00:09

本文选题：电商　切入点：网络直播　出处：《河南大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着网络技术的发展普及和人们生活水平的不断提高,电商行业迅速崛起并得到了充分发展。天猫、淘宝、京东、唯品会等老牌成熟电商企业不断巩固自己的市场地位,同时一些新兴的垂直类电商不断进军电商市场,除此之外,许多线下商家也纷纷开辟线上渠道,电子商务行业发展势头迅猛,规模持续扩大,与此同时电商市场竞争也不断加剧。2016年被称为直播元年,各种直播平台雨后春笋般出现,据不完全统计,目前我国网络直播平台有二百多家,网络直播异军突出,网络直播平台的高互动性、社交性和娱乐性等特点,创新了用户体验,其平台价值日益凸显。直播平台强大的引流功能、网红经济的巨大变现能力和消费者购物方式碎片化等特征促使了电商网络直播营销的展开。目前电商纷纷进驻网络直播,网络直播作为电商营销新形式,为电商发展注入新的活力。当前大母婴市场和境外代购市场是网络直播营销的主要目标市场,二者市场潜力大,与直播的结合能够更好的促进销售增长。电商在网络直播平台采取搭建与消费者信息交流互动平台、基于目标消费者的精准传播、信息分享形成二次传播等信息传播方式进行信息沟通,运用网红式营销打造娱乐化购物方式、场景化营销激发消费者购物需求、全新用户购买体验提高流量转化率等促销策略进行产品销售。同时电商直播过程中也存在电商对用户掌控力弱、用户跟着网红走,营销直播日趋同质化、创新性不足,以短期售卖为目的、弱化店铺存在感等问题,为了解决存在的问题,关键在于以消费者为中心、优化用户体验,商品为上、开展差异化营销,开设专属直播间、培养用户忠诚度等优化电商直播的方法,以利于电商直播的持续健康发展。
[Abstract]:With the development and popularization of network technology and the continuous improvement of people's living standards, the e-commerce industry has risen rapidly and has been fully developed. Tmall, Taobao, JingDong, VIPSHOP and other established e-commerce enterprises have constantly consolidated their market position. At the same time, some new vertical e-commerce companies continue to enter the e-commerce market. In addition, many offline merchants have opened up online channels one after another. The e-commerce industry is developing rapidly and the scale continues to expand. At the same time, the competition in the e-commerce market is also increasing. In 2016, it was called the first year of live broadcasting, and all kinds of live broadcasting platforms sprang up. According to incomplete statistics, at present there are more than 200 webcast platforms in our country. The high interactive, social and entertaining features of the webcast platform have innovated the user experience, and its platform value has become increasingly prominent. The huge realizability of the Internet Red economy and the fragmentation of consumer shopping methods have prompted the development of e-commerce online direct broadcasting marketing. At present, e-commerce merchants are stationed on the Internet live broadcast, webcast as a new form of e-commerce marketing. At present, the big mother-and-child market and the overseas purchasing market are the main target markets for webcast marketing, and they have great market potential. The combination with live broadcast can better promote sales growth. Ecommerce has adopted an interactive platform for information exchange with consumers on the webcast platform, which is based on the accurate dissemination of target consumers. The form of information sharing, such as secondary dissemination of information to communicate information, the use of Internet red marketing to create entertainment shopping, scene marketing to stimulate consumer shopping needs, At the same time, in the process of direct broadcast of e-commerce, there is also a weak control of the users, users follow the Internet, marketing live increasingly homogenized, innovative. In order to solve the existing problems, the key lies in taking the consumer as the center, optimizing the user experience, taking the goods as the first, developing the differential marketing, opening the exclusive direct broadcast room, and so on. To cultivate the loyalty of users and optimize the methods of direct ecommerce, which is conducive to the sustainable and healthy development of e-commerce direct broadcasting.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

【参考文献】