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  本文選題：電商　切入點(diǎn)：網(wǎng)絡(luò)直播　出處：《河南大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著網(wǎng)絡(luò)技術(shù)的發(fā)展普及和人們生活水平的不斷提高,電商行業(yè)迅速崛起并得到了充分發(fā)展。天貓、淘寶、京東、唯品會等老牌成熟電商企業(yè)不斷鞏固自己的市場地位,同時一些新興的垂直類電商不斷進(jìn)軍電商市場,除此之外,許多線下商家也紛紛開辟線上渠道,電子商務(wù)行業(yè)發(fā)展勢頭迅猛,規(guī)模持續(xù)擴(kuò)大,與此同時電商市場競爭也不斷加劇。2016年被稱為直播元年,各種直播平臺雨后春筍般出現(xiàn),據(jù)不完全統(tǒng)計,目前我國網(wǎng)絡(luò)直播平臺有二百多家,網(wǎng)絡(luò)直播異軍突出,網(wǎng)絡(luò)直播平臺的高互動性、社交性和娛樂性等特點(diǎn),創(chuàng)新了用戶體驗,其平臺價值日益凸顯。直播平臺強(qiáng)大的引流功能、網(wǎng)紅經(jīng)濟(jì)的巨大變現(xiàn)能力和消費(fèi)者購物方式碎片化等特征促使了電商網(wǎng)絡(luò)直播營銷的展開。目前電商紛紛進(jìn)駐網(wǎng)絡(luò)直播,網(wǎng)絡(luò)直播作為電商營銷新形式,為電商發(fā)展注入新的活力。當(dāng)前大母嬰市場和境外代購市場是網(wǎng)絡(luò)直播營銷的主要目標(biāo)市場,二者市場潛力大,與直播的結(jié)合能夠更好的促進(jìn)銷售增長。電商在網(wǎng)絡(luò)直播平臺采取搭建與消費(fèi)者信息交流互動平臺、基于目標(biāo)消費(fèi)者的精準(zhǔn)傳播、信息分享形成二次傳播等信息傳播方式進(jìn)行信息溝通,運(yùn)用網(wǎng)紅式營銷打造娛樂化購物方式、場景化營銷激發(fā)消費(fèi)者購物需求、全新用戶購買體驗提高流量轉(zhuǎn)化率等促銷策略進(jìn)行產(chǎn)品銷售。同時電商直播過程中也存在電商對用戶掌控力弱、用戶跟著網(wǎng)紅走,營銷直播日趨同質(zhì)化、創(chuàng)新性不足,以短期售賣為目的、弱化店鋪存在感等問題,為了解決存在的問題,關(guān)鍵在于以消費(fèi)者為中心、優(yōu)化用戶體驗,商品為上、開展差異化營銷,開設(shè)專屬直播間、培養(yǎng)用戶忠誠度等優(yōu)化電商直播的方法,以利于電商直播的持續(xù)健康發(fā)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.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F724.6

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