广东东软学院本科生毕业设计（论文）网络直播平台的营销策略研究——以起点直播公司为例 Research on Marketing Strategy of Webcast Platform——Take a live broadcast company as an example.内容摘要随着技术的高速发展和加强，加上移动端的便携性，方便性，移动直播的产生和爆发成为必然，网络视频直播无疑已经发展成为一种信心行业和风口。2016 年被誉为“移动直播元年”。在这一年，网络直播平台络绎不绝的出现，呈现出爆发式的增长，到 2017 年才进入资本的冷静期，正式进入行业的发展期。“起点直播”平台正是在 2016 年移动直播元年的产物，经历了市场的起起伏伏，行业出现严重的内容与定位同质化，流量经济逐渐消失。本文运用学科知识和行业内的现状，利用问卷调查、文献分析、实地调研等研究方法，通过对该平台的营销策略和市场的反馈来分析它所存在的问题，并整合出适合该平台的内容优化和营销策略优化建议，以便为起点直播的可持续性发展提供思路，也为同类型平台提供参考。关键词：内容优化、网络直播、市场、营销策略AbstractFrom the development of WeChat, information dissemination has changed to a new era. The diversified information transmission of WeChat public accounts satisfies the needs of users. Many companies take WeChat public accounts as the most important marketing means. Therefore, whether the public account can bring business value to the company in the operation has become a problem that many companies are troubled by. Many companies in the operation of the public number, there is no high-quality content to attract users, do not do a good job in the daily maintenance of the community, make the public number into a simple tool for information transmission, users of the public number glue also declined. Based on the WeChat public number of "shi yi jie" as the research object, this study explores the communication characteristics and business value of the public number in the operation mode, and explores the marketing strategy suitable for the dev...
