英语-网络直播营销策略分析-marketing strategy analysis of webcast-taking east buy as an example.docxVIP

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摘要

5G等技术发展迅猛，互联网的使用得到了进一步的优化，它以越来越新颖、更加多种多样的方式影响着人们的日常生活。互联网的崛起，使多种新媒体形式应运而生，人类进入到一个全新的新媒体时代，同时也将人们带到了一个消费升级的时代。新媒体的大浪潮，为营销行业提供了更多的机遇和可能，产品在互联网渠道进行销售，已经成为了一种主流。近年来，随着技术的不断更新，消费者关于网络购物的要求也不停提高，网络直播能更好地弥补消费者在网络购物中缺失的购物体验，直播开辟了一个新的世界，使许多商家看到了希望，于是成为了带货的新神器。

本文以营销学的相关理论为基础，阐述东方甄选网络直播的发展现状以及在实际工作中存在的问题，分析东方甄选网络直播营销的现状，能够找到更多优化的策略。运用SWOT分析法分析东方甄选直播营销策略存在问题的环节，提出有针对性的营销策略解决方案，对电商直播行业的从业者有实际应用的现实意义。

关键词：网络直播；东方甄选；营销策略

ABSTRACT

Withtherapiddevelopmentof5Gandothertechnologies,theuseoftheInternethasbeenfurtheroptimized.Itaffectspeople’sdailylifeinmoreandmorenovelanddiverseways.TheriseoftheInternethasledtotheemergenceofavarietyofnewmediaforms.Humanbeingshaveenteredaneweraofnewmedia,andalsobroughtpeopletoaneraofconsumptionupgrading.Thebigwaveofnewmediahasprovidedmoreopportunitiesandpossibilitiesforthemarketingindustry,andthesaleofproductsthroughInternetchannelshasbecomeamainstream.Inrecentyears,withthecontinuousupdatingoftechnology,consumers’requirementsforonlineshoppinghavealsobeenconstantlyimproved.Live“withgoods”canbettermakeupforthelackofshoppingexperienceofconsumersinonlineshopping.Livebroadcasthasopenedupanewworld,makingmanybusinessesseehope,andthusbecomeanewartifactofcarryinggoods.

Basedontherelevanttheoriesofmarketing,thispaperexpoundsthecurrentsituationofthedevelopmentandproblemsintheactualworkofOrientSelectWebcast,analyzesthecurrentsituationofOrientSelectWebcastmarketing,andcanfindmoreoptimizationstrategies.TheSWOTanalysismethodisusedtoanalyzethelinkswithproblemsintheselectionoflivebroadcastmarketingstrategiesintheEast,andproposetargetedmarketingstrategysolutions,whichhaspracticalsignificanceforpractitionersinthee-commercelivebroadcastindustry.

Keywords：Webcast;EastBuy;MarketingStrategy

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