快手直播营销的发展探析.doc

PAGE

PAGE1

摘要

在网络直播迅猛发展的同时，网络直播的营销价值被大肆发掘，直播平台成为企业销售产品和品牌推广的重要渠道。通过直播平台开展营销活动，不仅可以与消费者建立直接互动沟通的平台，通过信息分享形成二次传播效应，而且依赖直播营销形成全新的娱乐化、场景化购物模式，可以有效地提高产品销量和品牌知名度。本文重点以快手直播平台为研究对象，分析快手直播发展现状及直播营销模式，剖析快手直播营销存在的问题，发现快手直播营销产品同质化、营销形式单一化严重，过于重视短期销售量，且专业直播营销主播匮乏，直播营销效果良莠不齐。针对快手直播营销问题，本文提出完善快手直播营销的针对性建议，旨在优化快手直播营销模式，增强快手直播营销效果。

关键词：快手；直播营销；网络直播；网红；电商

PAGE

PAGE2

Abstract

Withtherapiddevelopmentofnetworklivebroadcasting,themarketingvalueofnetworklivebroadcastinghasbeenexplored,andthelivebroadcastingplatformhasbecomeanimportantchannelforenterprisestosellproductsandpromotebrands.Throughthelivebroadcastplatformtocarryoutmarketingactivities,wecannotonlyestablishadirectinteractivecommunicationplatformwithconsumers,formasecondarycommunicationeffectthroughinformationsharing,butalsorelyonthelivebroadcastmarketingtoformanewentertainmentandscenarioshoppingmode,effectivelyimprovingproductsalesandbrandawareness.Thispaperfocusesonthefasthandlivebroadcastplatformastheresearchobject,analyzesthedevelopmentstatusandthelivebroadcastmarketingmodeoffasthandlivebroadcast,analyzestheproblemsexistinginthemarketingoffasthandlivebroadcast,andfindsthatthehomogenizationofthemarketingproductsandthesimplificationofthemarketingformoffasthandlivebroadcastareserious,toomuchattentionispaidtotheshort-termsalesvolume,andthelackofprofessionallivebroadcastmarketinganchors,andtheeffectoflivebroadcastmarketingismixed.Aimingatthemarketingproblemoffasthandlivebroadcast,thispaperputsforwardsomesuggestionstoimprovethemarketingoffasthandlivebroadcast,aimingatoptimizingthemarketingmodeoffasthandlivebroadcastandenhancingthemarketingeffectoffasthandlivebroadcast.

Keywords:fasthand;livemarketing;liveonline;netred;E-commerce

PAGE

PAGE4

目录

TOC\o1-3\h\u315831引言