摘要
随着互联网的不断发展与电子商务体系的日趋成熟,线上购物方式也在不断地进行变革,以直播形式进行商品推销的新型营销方式进入了大众视野,抓住了顾客的消费心理,站在了新时代发展的风口上。它不仅兼具传统电商平台随时线上购买、货品种类多、物美价廉和快递到家等优点,还越来越迎合顾客消费需求,具有商品展示更全面,沟通更为快速准确等优点。论文简单论述直播带货模式与消费心理的博弈以及如何进一步提升直播转化率的方法。
With the continuous development of the internet and the maturity of e-commerce system,online shopping mode is also constantly changing.The new marketing mode of commodity promotion in the form of live broadcast has entered the public's vision,grasping the consumer psychology of customers and standing on the tuyere of development in the new era.It not only has the advantages of traditional e-commerce platform,such as online purchase at any time,many kinds of goods,good quality and low price,and express delivery home,but also meets the consumer demand of customers more and more.It has the advantages of more comprehensive commodity display and faster and accurate communication.This paper briefly discusses the game between live streaming mode and consumer psychology,and how to further improve the live conversion rate.
作者
李海娇
LI Hai-jiao(North China Electric Power University,Baoding 071003,China)
出处
《中小企业管理与科技》
2020年第36期162-163,共2页
Management & Technology of SME
关键词
直播带货
消费心理
营销手段
电商
live streaming
consumer psychology
marketing means
e-commerce
