浅析直播营销在企业营销管理中的创新运用

A Brief Analysis of the Creative Utilization of Live-streaming Marketing in Enterprise Marketing Management

中国互联网络信息中心(CNNIC)发布的《中国互联网络发展状况统计报告》显示,我国网络直播用户规模达到4.22亿,年增长率达到22.6%。另有调查显示,用户对企业直播表示满意的占比为63.3%,不满意的占比仅为0.7%,逾九成用户具有持续关注意愿。这些数据无不说明了网民对企业直播存在巨大的需求量,这也促使越来越多的企业开始在直播营销中加码并不断增投在直播营销中的费用。为了更好地说明这个主题,本文开篇先分析了直播营销的独特营销价值,接着从方法论的角度阐述了企业如何在营销管理中巧妙地运用这一新型营销工具来提高营销实效,以期给企业的营销管理人员带来参考性启发。

According to the 41 st Statistical Report on Internet Development in China issued by China Internet Network Information Centre in February 2018, users of live streaming in China has reached 422 million in 2017, with an annual rate of growth coming up to 22.6%. There is another investigation indicates that in 2017, 63.3% of users were satisfied with enterprise live streaming while only 0.7% remained unsatisfied and more than 90% users were willing to pay constant attention. All this data shows that enterprise live streaming is in great demand among netizens, which motivates more and more enterprises to increase their expenses in live streaming continuously. In order to better interpret this theme, this paper first analyzes the unique marketing value of live-streaming marketing; then elaborates how an enterprise can skillfully utilize this new marketing tool in marketing management to enhance its marketing effectiveness, expecting to bring enlightening reference value to marketing managers.