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| 臻美家居有限公司淘宝直播策略研究 摘 要 21世纪，网络营销方式数不胜数，众多平台为了创造更大的收益不断地寻找新的营销方法，直播也是属于网络营销的一种。随着互联网的发展与完善，目前“直播+”营销形式占据高潮，设立的门槛低，带来的盈利大是现在直播的最大特点。各个行业都在逐步引进直播技术，希望能为自己行业带来新的经济增长点。淘宝直播作为其中的一种方式，创建直播的要求低，成本低，也被淘宝店家纷纷引入，通过由平面图片和文字到3D立体影像直播给大众带来了更加直观的感受。淘宝直播借助现代营销理论为基础，转换为互联网以及数字媒体技术等实现营销目标的商务活动。淘宝直播抓住大众的消费心理，采取利用具有知名度的网红和人气明星来带货的方式销售产品。本文以发现淘宝直播存在的问题、分析其问题产生的原因并提出建议来写文章，目的是通过分析淘宝直播的营销策略，使当下设立淘宝直播的商家认识到自己的问题并改善。 关键词：淘宝直播；营销；促销方式；转化率；互联网 Abstract In the 21st century, there are numerous network marketing methods, and many platforms are constantly looking for new marketing methods in order to create greater profits. Live broadcasting is also a kind of network marketing. With the development and improvement of the Internet, the current "live +" marketing form occupies a climax, with a low threshold and large profits. Various industries are gradually introducing live broadcasting technology, hoping to bring new economic growth points to their own industries. As one of them, taobao live streaming has low requirements and costs for creating live streaming, which has also been introduced by taobao stores one after another. Live streaming from flat pictures and texts to 3D stereoscopic images brings a more intuitive feeling to the public. Taobao live on the basis of modern marketing theory, into the Internet and digital media technology to achieve the marketing objectives of business activities. Taobao live broadcast captures the consumer psychology of the public and sells products by means of web celebrity and popular stars. The purpose of this paper is to find out the problems of taobao live broadcast, analyze the causes of the problems and put forward Suggestions to write an article. By analyzing the marketing strategies of taobao live broadcast, this paper aims to make the merchants who set up taobao live broadcast realize their problems and improve them. Key words：Taobao live；marketing；Promotion unbridled；Conversion rate；Internet 目录 1. 绪论6 1.1研究背景6 1.2研究目的和意义6 1.2.1研究目的6 1.2.2研究意义7 1.2.3研究的主要内容7 1.2.4文献综述8 2.研究现状12 2.1企业简介12 2.2直播现状12 2.2.1直播类型19 2.2.2直播时间19 2.2.3直播促销策略20 2.2.4直播结束后的总结20 3.淘宝直播过程中存在的问题20 3.1直播类型存在的问题20 3.2直播时间存在的问题21 3.3直播策略存在的问题22 3.4直播结束后的问题总结22 4.章针对直播问题提出的建议24 4.1针对直播类型提出的建议24 4.2针对直播时间提出的建议25 4.3针对直播策略问题提出的建议25 4.4针对直播间结束后总结提出的建议25 5.结论27 谢 辞28 参考文献29 |
