近年來,隨著移動(dòng)互聯(lián)網(wǎng)的不斷發(fā)展,電商直播逐漸興起。直播營銷作為一種新興的營銷方式,各行各業(yè)都在積極拓展線上直播帶貨。其實(shí)時(shí)性和交互性的優(yōu)勢顛覆了傳統(tǒng)的電子商務(wù)形態(tài),滿足了人們在消費(fèi)、交流、情感等方面的網(wǎng)絡(luò)直播購物需求,重塑了人們的消費(fèi)追求和購物觀念,也為電商平臺(tái)的商家和主播帶來了諸多好處。在當(dāng)前形勢下,如何增加客流量和轉(zhuǎn)化率是進(jìn)行電商直播時(shí)需要考慮的重要問題。本文研究對象L公司成立于2011年,從事移動(dòng)設(shè)備周邊產(chǎn)品、智能硬件產(chǎn)品等消費(fèi)電子產(chǎn)品的自主研發(fā)、設(shè)計(jì)和銷售,是全球消費(fèi)電子行業(yè)的知名品牌。據(jù)2021年9月-2022年2月的數(shù)據(jù)顯示,L公司天貓旗艦店的粉絲數(shù)高達(dá)84萬,但其淘寶直播平臺(tái)的月均觀看人數(shù)僅僅為5855人,直播的營銷效果并不理想。基于以上情況,本文以L公司淘寶直播為例,首先利用PEST和SWOT態(tài)勢分析對其營銷狀況進(jìn)行深入分析,然后根據(jù)SICAS模型和4Is營銷理論,運(yùn)用問卷調(diào)查法,從相互感知、產(chǎn)生興趣和形成互動(dòng)、建立連接和互動(dòng)溝通、促成行動(dòng)階段、擴(kuò)散分享這五個(gè)維度,結(jié)合直播數(shù)據(jù)對L公司的直播營銷問題進(jìn)行深入分析和研究。最后以提升客戶的感知、激發(fā)客戶的興趣、加強(qiáng)建立連接...

【文章頁數(shù)】：97 頁

【學(xué)位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
    1.1 Research Background and Research Significance
        1.1.1 Research Background
        1.1.2 Research Significance
    1.2 Research Method
    1.3 Research Content and Framework
    1.4 Innovation Points
Chapter2 Literature Review
    2.1 Current Status of Domestic and International Research
        2.1.1 Definition and Development of Live Streaming
        2.1.2 Audience Psychology of Live Streaming
        2.1.3 Related Research on Live Streaming Marketing
    2.2 Relevant Concepts and Theoretical Foundations
        2.2.1 SICAS Consumer Behavior Model
        2.2.2 4Is Marketing Theory
Chapter3 Company L’s Introduction and Challenges in Live Streaming
    3.1 Introduction of Company L
        3.1.1 Development of Company L
        3.1.2 Product Structure of Company L
        3.1.3 Business Process of Company L
        3.1.4 Sales Channels of Company L
    3.2 Live Marketing Challenges of Company L
Chapter4 Analysis of Company L’s Live Marketing Environment
    4.1 PEST Analysis of Company L
        4.1.1 Analysis of Political Environment
        4.1.2 Analysis of Economic Environment
        4.1.3 Analysis of Social Environment
        4.1.4 Analysis of Technical Environment
    4.2 SWOT Situation Analysis of Company L
        4.2.1 Strengths
        4.2.2 Weaknesses
        4.2.3 Opportunities
        4.2.4 Threats
Chapter5 Live Marketing Status Research of Company L
    5.1 Questionnaire Design and Selecting Respondents
        5.1.1 Questionnaire Design
        5.1.2 Selecting Respondents and Questionnaire Distribution
    5.2 Data Result Analysis
        5.2.1 Descriptive Statistics
        5.2.2 Multiple Response Rate Analysis
Chapter6 Case Analysis of Company L's Live Marketing
    6.1 Mutual Perception Stage
        6.1.1 Weak Brand Perception
        6.1.2 Fewer Live Streaming
    6.2 Generating Interest and Forming Interaction Stage
        6.2.1 Tedious Live Content
        6.2.2 Single Live Streaming Scenario
    6.3 Establishing Connection and Interactive Communication Stage
        6.3.1 Blunt Interactive Communication
        6.3.2 Weak Emotional Connection
    6.4 Enabling Action Stage
        6.4.1 Low Live Streaming Transaction
        6.4.2 Low Customer Retention
    6.5 Diffusion and Sharing Stage
        6.5.1 Lack of Guided Sharing
        6.5.2 Insufficient Sharing Drive
Chapter7 Company L’s Live Marketing Optimization Strategy
    7.1 Enhancement of Customer Perception
        7.1.1 Improvement of Live Brand Management
        7.1.2 Extension of the Scope of Live Streaming
    7.2 Stimulation of Customers'Interest
        7.2.1 Improvement of the Attractiveness of Live Content
        7.2.2 Extension of the Live Streaming Scene
    7.3 Reinforcement of Connection Building and Interactive Communication
        7.3.1 Enhancement of Interaction and Communication
        7.3.2 Creation of Deep Communication
    7.4 Facilitation of Purchase and Retention
        7.4.1 Creation of Transaction Driving Force
        7.4.2 Facilitation of Customer Retention
    7.5 Promotion of Proliferation Sharing
        7.5.1 Stimulation of Consumers'Desire to Share
        7.5.2 Improvement of Social Sharing Incentive Mechanism
Chapter8 Conclusion and Prospect
REFERENCE
ACKNOWLEDGEMENTS
APPENDIX



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