Analysis of Spatial Differences and Influencing Factors of Livestreaming Marketing Levels of County Government Officials in Henan Province:A Case of Douyin
Based on the data of live broadcasts,videos and users of Duoyin APP,a comprehensive evaluation index system was constructed.We adopted the entropy-weighted TOPSIS,rank-size analysis,Jenks classification,Kernel density and the method of geographically weighted regression to analyze the spatial pattern and influencing factors of the level of livestreaming marketing hosted by county government officials in Henan Province.The results show that:(1)From the perspective of the rank-size model,the livestreaming marketing level in all four periods is a non-ideal equilibrium structure,which shows obvious advantages and local polarization effect in the high-rank counties and counties at low-rank level,and better development in the middle-rank counties.(2)The level of livestreaming marketing performance shows the spatial characteristics of"clustered distribution of medium-high value areas and mosaic distribution of medium-low value areas".Among them,Guangshan County in the southeast and Nanle County,Qingfeng County,Fan County and Puyang County in the northeast as a group show a spatial pattern of"one high(sales)and three low(attention)",while Luoyang City,represented by Luoning County,Yiyang County and Luanchuan County,shows a spatial pattern of"one low(sales)and three high(attention)".(3)From the perspective of spatial clustering pattern,the Media fans shows a basic pattern of"T leading and following around"with Zhengzhou Luoyang and Kaifeng as the center,while the promotional videos of Douyin formed small clusters in the southeast of Guangshan County,Xi County,and Huangchuan County,and the rest are fragmented.(4)From the perspective of livestreaming marketing mode,the internet celebrities mainly distributed in a"surrounding"pattern and the participation rate was over 71％.Among them,the Xinyang City government officials"live-streaming team"for Xinyang Maojian Tea endorsement,to promote the cooperation between government and enterprises and local brand publicity to provide a credibility guarantee.(5)In terms of influencing factors,the economic support and the communication and logistics which mainly consist of live streaming content,road network density,regulatory efforts,urbanization rate,number of express delivery points,total retail sales of social goods,and GDP are the main factors.The secondary influencing factor is the regional digitization level,and the factors that do not have significant explanatory power is the number of Taobao villages.
livestreaming marketinggovernment officialsDouyinspatial differenceHenan Province
NETL
NSTL
万方数据
