网红经济背景下抖音直播带货营销问题研究

Research on the Marketing Problems of TikTok Live Streaming with Goods Under the Background of Internet Celebrity Economy

移动互联网时代的到来,影响着人们的学习、工作、生活的方方面面,淘宝、抖音、快手、微信、微博等社交、购物平台迅猛发展,方便快捷的线上营销成为商家首选的营销模式。网络达人在社交平台有的依靠输出个性化的观点和态度,吸引了大量粉丝和资本投入,依靠粉丝和流量变现,形成了巨大规模的网红经济。然而任何事物总是有两面性,直播带货也暴露出了一系列问题,例如平台监管不力,制度规章不完善,主播素质差等。本文利用SWOT分析法分析直播带货的优势、劣势、机会和威胁,分析抖音直播带货营销目前存在的问题和造成问题的原因。最后,在对直播带货行业系统分析的基础上,根据目前抖音平台直播带货所存在的营销问题,从优化直播内容,保证商品质量,保障售后服务,增加平台特色等四个方面提出相应的解决措施,其目的是让抖音直播带货营销处于一个良性的发展状态。

The arrival of the mobile Internet era has affected people's study,work and life in all aspects.Social and shopping platforms such as Taobao,Tiktok,Kwai,WeChat,and Weibo have developed rapidly.Convenient and fast online marketing has become the preferred marketing model for businesses.Some internet celebrities rely on outputting personalized opinions and attitudes on social media platforms,attracting a large number of fans and capital investment,and relying on fans and traffic to monetize,forming a huge scale internet celebrity economy.However,everything has two sides,and live streaming sales have also exposed a series of problems,such as inadequate platform supervision,incomplete regulations,and poor quality of anchors.This paper uses swOT analysis method to analyze the advantages,disadvantages,opportunities and threats of live broadcast goods,and analyzes the current problems and causes of Tiktok live broadcast goods marketing.Finally,on the basis of the systematic analysis of the live broadcast goods industry,according to the current marketing problems of the Tiktok platform live broadcast goods,the corresponding solutions are proposed from four aspects:optimizing the live broadcast content,ensuring the quality of goods,ensuring after-sales service,and increasing the characteristics of the platform.The purpose is to make the Tiktok live broadcast goods marketing in a healthy state of development.