基于抖音的网络直播策略研究.docVIP

广东东软学院本科生毕业设计（论文） PAGE II PAGE I 基于抖音的网络直播策略研究 Research on Online Live Broadcasting Strategy Based on Tik Tok 内容摘要 随着移动互联网技术快速发展，基于手机的网络直播异军突起，拥有了大批忠诚用户并带动了一批超级网红主播，短视频和网络直播也逐渐向电商功能完善，出现了网络直播与电商相结合的直播带货新营销方式，而直播带货也逐渐成为企业营销活动的重要渠道，而抖音凭借用户日活量超四亿的优势，成为短视频行业的领跑者。本论文采用问卷调查分析、文献研究等方式，针对基于抖音的网络直播带货营销活动模式进行研究，根据现有资料和互联网发展形式分析网络直播发展技术和营销趋势，对法律法规和平台规则的解析，为网络直播带货做好充分准备，探讨如何建立网络直播策略，并给出具体的解决方案与对策，以期为准备进入抖音直播的企业和个人提供理论与实践借鉴。 关键词：直播 抖音 短视频 调查问卷 策略 Abstract With the rapid development of mobile Internet technology, mobile-based web-casting has emerged, it has a large number of loyal users and led a number of super web online celebrity. And short videos and live webcast have gradually improved e-commerce functions, and there has been a new marketing method combining live webcast and e-commerce for live-streaming sales of products, and live-streaming sales of products has gradually become an important channel for corporate marketing activities. At the same time, with the advantage of more than 400 million users daily capacity, Tik Tok to become a leader in the short video industry. This paper uses questionnaire analysis, literature research and other methods to study the marketing activity model of live-streaming sales of products based on Tik Tok, and analyzes the development technology and marketing trends of online live broadcasting based on existing information and Internet development forms. The analysis of laws, regulations and platform rules makes full preparations for selling products online. This paper also discusses how to establish an online live broadcast strategy, and gives specific solutions and countermeasures, hoping to provide theoretical and practical references for companies and individuals preparing to enter Tik Tok Live. Key PAGE 24 PAGE 18 目 录 TOC \o 2-3 \h \z \t 标题 1,1,标题 1无编号,1 内容摘要 II Abstract III 目 录 IV 1 绪论 1 1.1 论文研究的目的与意义 1 1.2 国内外研究现状 1 1.2.1 国内研究现状 1 1.2.2 国外研究现状 2 1.3 研究方法 2 1.4 本文的研究思路 2 2 网络直播概述 3 2.1 网络