移动互联网时代斗鱼网络直播平台营销策略分析.docVIP

全国商业精英挑战赛国际贸易竞赛总结报告

PAGE

PAGE2

PAGE

PAGE3

移动互联网时代斗鱼网络直播平台营销策略分析

摘要

本文阐述了在互联网技术的快速发展的时代，通过对斗鱼直播平台的现状分析以及斗鱼营销环境进行分析和研究，分析出良好的改进方案对产品本身和企业的发展都具有非常重要的影响。通过PEST分析法，从中分析出该平台所处的背景条件，并分析斗鱼的竞争对手，发现斗鱼在快速发展的同时也暴露出很多问题，例如主播行业鱼龙混杂，素质偏低，内容过于低俗，传播错误价值观，各平台间恶意竞争、恶意攻击挖墙脚事件层出不穷，各平台之间的营销模式逐渐趋于同质化等等，并针对斗鱼直播平台目前存在的问题对其提出相应的改进建议。通过加大正能量主播内容的推广，规范主播行业录用标准，，净化网络不良风气，采用绿色营销模式，创新运作方式，加强自律，建立健全引导机制等方式，进一步促进产品长久发展。

关键词：网络直播；营销；斗鱼；建议

Marketing?strategy?analysis?of?douyu?network?broadcast?platform?in?the?mobile?Internet?era

Abstract

In?this?paper,?the?rapid?development?of?Internet?technology?era,?through?the?analysis?and?research?of?the?status?quo?of?the?live?platform?of?douyu?and?the?marketing?environment?of?douyu,?it?is?analyzed?that?a?good?improvement?plan?has?a?very?important?impact?on?the?product?itself?and?the?development?of?enterprises.Through?PEST?analysis,?this?paper?analyzes?the?background?conditions?of?the?platform,?and?analyzes?its?competitors.?It?finds?that?the?rapid?development?of?the?platform?also?exposes?many?problems.?For?example,?the?host?industry?is?mixed,?the?quality?is?low,?the?content?is?too?vulgar,?the?dissemination?of?wrong?values,?malicious?competition?among?platforms,?malicious?attacks?and?wall?digging?events?emerge?one?after?another,?and?the?business?between?platforms?is?endless?The?marketing?model?tends?to?be?homogenized?gradually?and?so?on,?and?in?view?of?the?existing?problems?of?the?live?platform?for?Pisces,?the?corresponding?improvement?suggestions?are?put?forward.We?will?further?promote?the?long-term?development?of?our?products?by?increasing?the?promotion?of?positive?energy?anchor?content,?standardizing?the?employment?standards?of?the?anchor?industry,?purifying?the?bad?network?atmosphere,?adopting?green?marketing?mode,?innovating?operation?mode,?strengthening?self-discipline,?establishing?and?improving?guidance?mechanism,?etc.

Keywords:webcast,marketing,fightingfish,suggestions

目录

TOC\o1-3\h\u引言 1

1.网络直播平台的现状及策略分析 1

1.1网络直播平台