短视频平台直播带货中的情感逻辑转向

Emotional Logic Turn in Direct Broadcast Selling of Short Video Platform

作为移动多媒体时代渐趋主流的短视频平台直播带货营销模式,探索其商业逻辑背后的内在深层情感逻辑,有助于弥补短视频平台直播带货营销过程中出现的短板。在短视频平台的直播带货场景中,探索挖掘用户群体个性化、立体多维性需求,把握用户群体的情感诉求与变化,情感体验与归属以及情感走向与规律,才能更好地建立关系连接,提供更有效的营销方式与路径,打造更为良性健康的短视频平台直播带货生态。

As a short video platform live streaming marketing model that is becoming mainstream in the mobile multimedia era,thinking the deep emotional logic behind its business logic will help make up for the shortcomings and drawbacks in the short video platform live streaming marketing.In the live-broadcasting and delivery scene of the short video platform,it is necessary to explore the personalized and multi-dimensional needs of the user group,grasp the emotional appeal and changes,the emotional experience and belonging,the emotional trend and law of the user group,in order to establish relationship connections better,provide more effective marketing methods and paths and create a more benign and healthier short video live broadcast ecosystem.