李若萌-网络直播营销策略研究.docx

本科论文本科论文摘要近年来，互联网技术的日益成熟，网络媒体的横空出世，使得产品的营销方式也出现了前所未有的改变。在这场变化中，比较突出的就是网络直播营销的出现，这种营销方式，颠覆了以前复杂的线下营销，把信息推广的层面搬到了网络上，形成了具有特色的先进营销模式，虽说这种营销方式从出现到现在，不过短短几年的时间，却发展迅速，展现出了蓬勃的活力，受到大众的推崇。网络直播营销的横空出世，无疑是市场交易的强大助推器，给我们的生活带来了不少的便利。社会的进步需要推陈出新，容纳新生事物，但是，凡事都有对立面，对任何东西都应该客观分析，网络直播营销虽然也在发展中不断完善自己的机制，却依旧存在着不少的问题，积极面对缺憾，及时止损，网络直播营销才能长远的美好下去，带给人们更多的便利。因此，本文通过研究网络直播的营销策略来展开深度的分析。【关键词】网络直播，直播营销，营销策略AbstractInrecentyears,withtheincreasinglymatureInternettechnologyandtheemergenceofnetworkmedia,themarketingmethodsofproductshavealsoundergoneunprecedentedchanges.Moreprominentistheemergenceofnetworkbroadcastmarketing,themarketingmethod,complexoverturnedbeforeofflinemarketing,movedtotheInternettopromotetheinformationlevel,formthedistinctiveadvancedmarketingpattern,althoughthiskindofmarketingwayfromtheretothepresent,butjustafewshortyearstime,butdevelopmentisrapid,showedvigorousvitality,bythepublic.Thesuddenemergenceofnetworkbroadcastmarketingisundoubtedlyapowerfulboosterofmarkettransactions,bringingalotofconveniencetoourlives.Theprogressofthesocietyrequiresinnovation,fornewthings,however,therearetheopposite,foranythingsshouldbeobjectiveanalysis,liveonlinemarketingalthoughalsoindevelopingconstantlyimprovetheirownmechanisms,therearestillmanyproblems,activelyfacedefects,timelystop,liveonlinemarketingtolong-termgoodbottomgotogivepeoplemoreconvenient.Therefore,throughthestudyofnetworkbroadcast,toanalyzeitsmarketingstrategymodel.Keywords:Liveviedostreaming,livebroadcastofthemarketing,marketingplanning目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc38967411"1绪论PAGEREF_Toc38967411\h1HYPERLINK\l"_Toc38967412"1.1网络直播简介PAGEREF_Toc38967412\h1HYPERLINK\l"_Toc38967413"1.2网络直播营销的简介PAGEREF_Toc38967413\h2HYPERLINK\l"_Toc38967414"1