【摘 要】：近年来，互联网产业的发展越来越好，极大地活跃了经济市场并推动了国内经济可持续性发展。网络直播带货作为互联网产业中的一部分，在疫情的催动下，发展的十分迅速。知名美妆博主李佳琦凭借个人帅气的长相，过硬的美妆知识以及独特的宣传技巧，在直播界小有名气。通过背后团队的共同努力，李佳琦的直播间受到了绝大多数受众的信任。随着直播带货的显著优势在销售界广为流传，越来越多的平台也都纷纷向直播界发起冲击，但真正的李佳琦只有一个，很难被超越，与之伴随的关于主播素质低下，直播内容缺乏创造性以及不良消费现象的问题也渐渐浮出水面。

【关键词】：网络直播带货，李佳琦，互联网

In recent years, the development of Internet industry is getting better and better, which has greatly enlivened the economic market and promoted the sustainable development of domestic economy. As a part of the Internet industry, webcast has developed very rapidly under the impetus of the epidemic situation. Li Jiaqi, a famous beauty blogger, is famous in the field of live broadcast with his handsome appearance, excellent beauty knowledge and unique propaganda skills. Through the joint efforts of the team behind, Li Jiaqi's live broadcast room was trusted by the vast majority of the audience. With the remarkable advantages of live delivery widely spread in the sales world, more and more platforms have also launched an impact on the live broadcast world, but the real Li Jiaqi has only one, which is difficult to surpass. the low quality of anchorman, the lack of creativity and bad consumption gradually surfaced.

 

目录

1.绪论 h 1

1.1直播带货的兴起 1

1.2 何谓“李佳琦”现象 2

2.李佳琦直播带货成功的个人原因 4

2.1 李佳琦的优势 4

2.1.2专业知识 4

2.1.3 特色语言 5

2.1.4 李佳琦与其它男性博主的不同之处 6

2.2 李佳琦与薇娅的异同 6

2.3 李佳琦成交数据分析 9

3.李佳琦直播带货成功的团队优势 11

3.1李佳琦的团队构成及直播工作 11

3.1.1直播前的准备工作 11

3.1.2直播后的复盘工作 11

3.2李佳琦团队直播带货的宣传方式 12

4.网络直播带货存在的问题 14

4.1 一般网络直播带货存在的问题 14

4.1.1 主播素质参差不齐 14

4.1.2内容的深层次及创新性 14

4.1.3不良消费现象 14

4.2 李佳琦团队曾出现的问题及应对策略 15

5.“李佳琦现象”的启示 16

5.1选择综合能力较强的主播 16

5.2选择适合在直播间宣传的产品 16

5.3以“爽肤水”为例的带货方式 16

参考文献 18

致谢 20