融媒体背景下景德镇陶瓷产品直播营销现状及问题研究

Research on the Status Quo and Problems of Live Marketing of Jingdezhen Ceramic Products under the Background of Financial Media

本文通过文献研究结合案例分析等方法,以融媒体时代为研究背景,以景德镇陶瓷产品为主要研究对象,探讨景德镇陶瓷产品直播营销的现状及问题,分析景德镇陶瓷产品直播营销过程中直播人员的身份符号问题、直播场域的情境构建问题、直播效果的文化传播问题,最终提出景德镇陶瓷产品直播营销可以遵循身份符号构建原则、场域情感认同原则、文化本源性原则进一步完善景德镇陶瓷产品直播营销系统。

Through literature research and case analysis,this paper takes Jingdezhen ceramic products as the main research object under the background of the era of financial media,discusses the current situation and problems of live marketing of ceramic products in Jingdezhen,analyzes the identity symbol of livestreaming personnel in the process of live marketing of ceramic products in Jingdezhen,the situation construction of live broadcasting field,and the cultural transmission of live broadcasting effect.Finally,it is proposed that the live marketing system of Jingdezhen ceramic products can be further improved by following the principles of identity symbol construction,field emotional identification and cultural origin.