摘要
随着“互联网+”的发展和新媒体直播技术的日益成熟,跨境电商平台成为世界消费市场的重要商业活动渠道,同时网络直播媒体逐渐被重视,成为品牌营销传播的阵地。当前我国跨境电子商务直播营销处在起步阶段,受语言、文化、法律等影响,直播营销发展较慢。针对品牌直播营销面临的各种问题,本文从跨境电商直播营销的主要特点、发展趋势、品牌营销策略三个方面提出了解决方法,以供参考。
With the development of the model of“Internet plus”and the growing maturity of live-streaming technology of new media,cross-border e-commerce platforms have become an important channel of commercial activities in the world consumer markets,while live-streaming media is gradually being paid attention to,becoming an essential way of brand marketing and communication.At present,China’s cross-border e-commerce live-streaming marketing is at the initial stage,and the development of live-streaming marketing is slow due to the infl uence of language,culture,law and so on.Given the various problems faced by brand live-broadcasting marketing,this paper proposes solutions from three aspects,namely the main characteristics,development trends,and brand marketing strategies of cross-border e-commerce live-streaming marketing for reference.
作者
孙笑雨
王磊
邹爱丽
SUN Xiaoyu;WANG Lei;ZOU Aili(Jining Medical University Rizhao,Shandong 276800)
出处
《中国商论》
2023年第2期37-39,共3页
China Journal of Commerce
基金
2021年山东省级大学生创新训练计划项目(S202110443013)
2021年山东省艺术科学重点课题(L2021Q07080038)
济宁医学院2020年度教育教学研究项目(Y2020027)
济宁医学院2020年度实践教学教育科学研究项目(JYSJ2020A07)。
关键词
跨境电商直播
品牌营销
策略
cross-border e-commerce live-streaming
brand marketing
strategies