新冠疫情背景下的直播营销发展策略研究

Research on the Development Strategies of Livestreaming Marketing in the Context of COVID-19 Epidemic

自新冠疫情发生以来,网络直播带货逐渐兴盛。当前,带货场内马太效应加剧,直播带货成为公益营销新举措。但仍存在主播整体素质有待提高、直播过程互动性不足、产品质量和物流速度难以保证等问题。对此,提出提高主播素质、提升直播门槛,打造专业化直播团队,依法规范“直播带货”等对策。

Since the occurrence of the COVID-19 epidemic in 2020,online livestreaming marketing has become a trend.The Matthew effect in the livestreaming market has intensified.Livestreaming commerce has become a new measure for non-profit marketing.In view of the problems such as the low overall quality of the hosts,lack of interaction during live broadcasting,and the difficulty in ensuring product quality and logistics,etc.,this paper proposes the following livestreaming marketing development strategies:improving the host quality,raising the access threshold,building a professional livestraming team,and standardizing live commerce according to laws.