新媒体视角下电商直播平台的营销策略研究
Research on Marketing Strategy of E-Commerce Live Streaming Platform from the Perspective of New Media
陆婷婷1
作者信息
- 1. 临沂科技职业学院,山东 临沂 276000
- 折叠
摘要
电商直播平台是近几年兴起的新媒体双边平台,不仅为消费者提供了一种新型网购方式,也为商家提供了一种新型销售模式.为在竞争激烈的电商市场中脱颖而出,电商直播平台的营销策略变得尤为重要.为此,文章提出了基于新媒体视角的电商直播平台营销策略,首先概述了电商直播行业的发展趋势,并详细阐述了电商直播的两种主要模式;其次总结归纳了新媒体视角下电商直播平台营销中存在的主要问题;最后针对问题提出优化策略,以期为今后电商直播平台的发展提供借鉴.
Abstract
E-commerce live streaming platform is a new media bilateral platform emerged in recent years,which not only provides consumers with a new way of online shopping,but also offers merchants a new sales model.In order to stand out in the fiercely competitive e-commerce market,the marketing strategy of e-commerce live streaming platform has become particularly important.Therefore,this paper proposes the marketing strategy of e-commerce live streaming platform from the perspective of new media.Firstly,this paper outlines the development trend of e-commerce live streaming industry,and elaborates the two main modes of e-commerce live streaming.Secondly,it summarizes the main problems existing in the marketing of e-commerce live streaming platform from the perspective of new media.Finally,it puts forward optimization strategies for the problems,in order to provide references for the development of e-commerce live streaming platform in the future.
关键词
新媒体/电商/直播平台/营销Key words
new media/e-commerce/live streaming platform/marketing引用本文复制引用
出版年
2024
NETL
NSTL
维普
万方数据