浅析网络直播的营销策略.docxVIP

PAGE PAGE III 浅析网络直播的营销策略 摘要 随着通信技术与互联网技术的不断革新，自媒体的不断盛行，大众的角色也在发生着变化，网络直播由此兴起。而网络直播营销逐渐也成为人们广泛讨论的焦点，因此如何利用网络直播进行品牌营销，实现传播目标也成了人们分析研究的重点。网络直播实时性的传播速度使其成为了天然的传播手段。本文在网络直播背景下以消费者为中心，企业品牌营销策略为对象，分析网络直播的现状，解剖网络直播营销的特性，通过网络直播方式与其他方式相对比，体现网络直播营销的优势，同时分析直播环境下消费者的购买行为的转变，结合品牌营销中的相关理论，探讨在网络直播媒体的大环境下品牌营销的新模式，同时对其存在的问题进行分析，并对企业实施品牌营销的策略进行研究，形成一定的体系和发展模型，希望不仅够对未来学者研究的品牌营销提供参考，还可以对那些利用直播进行品牌营销的企业有一定的借鉴意义。 关键词：网络直播；品牌营销；直播营销  Abstract With the continuous innovation of communication technology and Internet technology, the role of the public has also changed since the advent of the media, and the live broadcast of the Internet has arisen. And online live marketing has gradually become the focus of peoples extensive discussion. Therefore, how to use webcasting for brand marketing and achieve communication goals has become the focus of peoples analysis and research. The real-time spread of webcasting makes it a natural means of communication. In the context of webcasting, this paper takes consumers as the center and corporate brand marketing strategy as the object, analyzes the status quo of webcasting, and analyzes the characteristics of webcasting live marketing. Compared with other methods, the webcasting method reflects the advantages of webcasting marketing. Analyze the change of consumers purchasing behavior in the live broadcast environment, and combine the relevant theories in brand marketing to explore the new model of brand marketing in the context of online live media, analyze the existing problems, and implement brand marketing for enterprises. The strategy is to study and form a certain system and development model. It is hoped that it will not only provide reference for the brand marketing of future scholars, but also have certain reference significance for those enterprises that use live broadcast for brand marketing. Keywords: webcast; brand marketing; live marketing  目 录 TOC \o 1-3 \h \z \u 摘要 I Abstract II 一、引言 1 二、网络直播营销相关概述 1 （一）网络直播 1 （二）网