摘 要

自从2016年的网络直播开始，网络视频越来越受到人们的青睐，也渐渐变成了一种主流的营销方式。在信息愈加公开化的现代社会，网络直播平台开启了生产网络红人的直播窗口，逐渐为公众所接受。近几年网络直播的营销正在经历着巨大的变革，向着更理性化、更重体验化、更具个性的方向发展。不仅如此，网络直播的形式也不再单一，呈现出多种多样的变化，慢慢地跳出了限制，向着更广阔的多媒体形式发展。对互联网下网络直播的发展现状和营销模式进行考察，研究分析其行业内存在的问题是十分有必要的。

本论文首先介绍了网络直播的概念，特点及其优势，接着以斗鱼TV平台为例，通过分析网络直播以及斗鱼平台网络直播营销的现状，指出了网络直播营销中存在的一些内容泛滥、侵权现象等问题，并就这些问题提出了内容优化、技术创新、平台优化等建议。

关键词：网络直播营销；营销策略；营销模式

ABSTRACT

Since the network broadcast started in 2016, online video has been more and more favored by people and has gradually become a mainstream marketing method. Network broadcast platforms have been wildly pursued by people. In the modern society where information is more and more open, network broadcast platforms have opened a live broadcast window for the production of network celebrities, which has gradually been accepted by the public. In recent years, the marketing of network broadcast is undergoing tremendous changes, developing towards a more rational, more experience-oriented and more personalized direction. Not only that, live broadcast is no longer single, but diversified. It gradually breaks out of the restrictions and develops towards a broader multimedia form. Therefore, it is very necessary to investigate the development status and marketing mode of network broadcast on the Internet and to study and analyze the existing problems in the industry.

This paper first introduces the concept, characteristics and advantages of network broadcast. And then take Douyu TV platform as an example, through the analysis of the current situation of network live broadcast and network live broadcast marketing on Douyu platform, this paper points out some problems existing in network live broadcast marketing, such as excessive content and infringement, and finally puts forward corresponding views and suggestions on content optimization, technology innovation, platform optimization to solve these problems.

Key words: Network Broadcast Marketing; Marketing Strategy; Marketing Mode

Contents

Chapter One Introduction 1

1.1 The Background of the Research 1

1.2 The Purpose and Significance of the Research 1

1.3 The Organization of the Thesis 2

Chapter Two Basic Concepts of Live Broadcast Marketing 3

2.1 The Concept and Signification of Live Broadcast Marketing 3

2.2 The Features of Live Broadcast Marketing 3

Chapter Three Problems Existing in Live Broadcast Marketing 5

3.1 The Uneven Content of the Live Broadcast 5

3.2 The Publicization of Private Space 6

3.3 The Proliferation of Torts 7

Chapter Four The Marketing Model of Douyu Platform 8

4.1 Live Broadcast + Games 8

4.2 Live Broadcast + Individual 8

4.3 Live Broadcast + Brand Enterprise 9

4.4 Live Broadcast + Entertainment 10

Chapter Five Optimization Suggestions of Live Broadcast 11

5.1 Optimization of Live Broadcast Content 11

5.2 Optimization of the Operation and Management of Live Broadcast 11

5.3 The Strengthen of Supervision 12

Chapter Six Conclusion 14

Works Cited 15

Acknowledgments 16