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| 浅析网络营销-以李佳琦直播营销为例 目录 1摘 要 2Abstract 1一、绪论 1（一）研究背景 1（二）研究意义 2（三）研究内容 2（四）研究方法 2二、李佳琦直播营销现状分析 2（一）李佳琦营销发展概述 3（二）李佳琦直播营销现状 31.网络口碑良好，粉丝信任度高 42.感性与理性结合，男性彩妆主播身份更具吸引力 43.精耕垂直领域，提高专业度 4三、李佳琦式网络直播营销存在的问题 4（一）商品宣传过分夸大、宣传虚假 5（二）产品质量问题，退货率高 6（三）营销手段容易引起消费冲动 6四、网络直播营销的对策 6（一）相关部门、平台等加大对电商主播宣传推广方式的监管 7（二） 加强对商品质量的把关，提升质量降低退货率 7（三） 直播平台、博主等改善营销方式，避免冲动消费 8结语 9谢辞 10参考文献 摘 要 摘要：世界著名营销大师菲利普·科特勒认为：“新经济的发展带来了新的营销法则，网络营销是21世纪的营销”。网络信息技术的发展，人们消费理念的转化，让网络市场迅速发展起来。企业通过互联网为顾客提供个性化的商品和服务，互联网成为人们购物最好的桥粱，网络经济时代，再以女性消费群体为主的化妆品市场中，网络营销变得更加普遍，同时对传统的营销方式产生巨大的冲击。更多的化妆品企业抓住机遇发展起来。本文以“李佳琦”直播营销作为研究对象。通过网红口碑向粉丝推荐产品的营销过程，在本质上属于口碑营销。希望通过对这种网红口碑营销方式的研究，得到更多网络营销的方式建议。 关键词：网络营销；李佳琦；对策 Abstract Abstract：World famous marketing master Philip kotler believes: "the development of the new economy has brought new marketing rules, network marketing is the marketing of the 21st century." With the rapid development of network information technology and the transformation of people's consumption concept,the network market develops rapidly and walks into people's life, and is occupying the mainstream position. Enterprise through the Internet to provide customers with personalized productsand services, fast pace of life also makes people too busy to go out shopping,Internet shopping become people's best bridge, network economy era,and predominantly female consumer groups in the cosmetics market,network marketing become more common, at the same time have a huge impact to the traditional marketing mode. More cosmetics enterprises seize the opportunity to develop.In this paper, the author took "li jiaqi" marketing as the research object to carry outthe research, revealing that this is a marketing process through web celebrity word-of-mouth to recommend products to fans, which in essence belongs to word-of-mouth marketing. Through the research of this kind of web celebrity word-of-mouth marketing,I hope to get more Suggestions on the way of network marketing and realizethe new breakthrough and new discovery of China's marketing economy. Keyword：etwork marketing；Jia-qi li；Countermeasures |
