摘要
直播带货通过互联网平台运用直播技术完成人与人沟通,最终达成品牌展示和销售的创新营销方式和创意的竞争方式刷新了消费者的购物体验,从而开辟了新的线上电商营销方式,创造了大量电商营销的奇迹。丽江突尼斯软籽石榴以其优越的品质以及主播“石榴哥”的人设及其粉丝凝聚力的打造,充分发挥了直播带货的创意竞争优势,从而创造了丽江突尼斯软籽石榴的电商营销奇迹。但是随着直播带货的大众化、消费者心理变化和营销方式的层出不穷,使得直播带货的创意竞争逐步减弱,主播趋利行为也导致了一些带货乱象的出现,与此同时直播带货供应链问题也逐步显现。以丽江突尼斯软籽石榴直播带货为例,分析其营销策略的同时探究直播带货发展中存在的问题,并提出未来良性发展的思考与改进建议。
With the help of the Internet platform and the application of live broadcast technology,we can realize the communication between people and finally achieve the brand display and sales.Such innovative marketing methods and creative competition methods refresh consumers’shopping experience,open up new online ecommerce marketing methods,and create a large number of miracles of ecommerce marketing.Lijiang Tunis Soft Seed Pomegranate,with its superior quality and the character image of a tiktok blogger named“Pomegranate Brother”and the creation of its fans’cohesion,gives full play to the creative competition of live broadcasting with goods,thus creating the ecommerce marketing miracle of Lijiang Tunis Soft Seed Pomegranate.However,with the gradual popularity of live broadcast with goods,the rapid changes in consumer psychology and marketing methods,the creative competition of live broadcast with goods is gradually weakened,and some problems also appear in the process of live broadcast with goods.Not only that,the problems of the industry supply chain are also gradually emerging.Therefore,this paper takes Lijiang Tunis Soft Seed Pomegranate live broadcast with goods as an example,analyzes its marketing strategy and explores the problems existing in the development of live broadcast with goods,and puts forward the thinking and improvement suggestions for the future benign development.
作者
贾莫昆
常志有
JIA Mo-kun;CHANG Zhi-you(School of Economics and Management,Yunnan Normal University,Kunming,Yunnan 650500)
出处
《安徽农业科学》
CAS
2022年第11期215-218,228,共5页
Journal of Anhui Agricultural Sciences
基金
云南师范大学研究生科研创新基金项目:(YJSJJ21-B17)。
关键词
直播带货
创意竞争
场景赋能
突尼斯软籽石榴
营销策略
改进建议
Live broadcast with goods
Creative competition
Scene enabling
Soft seed pomegranate of Tunisia
Marketing strategy
Suggestions for improvement
