新媒体时代下直播营销策略研究——以工程装修项目为例

Research on the Live Broadcast Marketing Strategy under the Era of New Media——Taking Engineering Decoration Project as an Example

在新媒体技术迅猛发展的时代背景下,推动工程装修项目进行基于视频平台的直播营销,可增加工程装修企业经济效益、精准定位消费者、提升企业品牌竞争力。但是,工程装修项目在实施直播营销策略的过程中,还存在直播营销意识不强、缺乏直播营销人才、转化率不高等问题。因此,本文从工程装修项目直播营销策略出发,提出基于新媒体技术的工程装修项目直播营销问题解决方案,对促进工程装修企业的高质量发展具有积极意义。

Under the era of rapid development of new media technology,promoting live marketing of engineering decoration projects based on video platform can increase the economic benefits of engineering decoration enterprises,locate precisely the consumers,and improve their brand competitiveness.However,in the process of implementing live broadcast marketing strategy for engineering decoration projects,there are still some problems such as low awareness of live broadcast marketing,for lack of live broadcast marketing talents and low conversion rate.Therefore,starting from the direct marketing strategy of engineering decoration projects,this paper proposes solutions to the directed marketing problems of engineering decoration projects based on the new media technology,which is of positive significance to promote the high-quality development of engineering decoration enterprises.