映客直播市场营销策略研究摘要在互联网经济的浪潮下，网络直播平台的兴起给互联网产业注入了新鲜血液。网络直播的互动性、多元性，拥有的用户基数以及带来的社会影响力吸引着众多投资者纷纷进军网络直播领域，一度造成大大小小的网络直播平台崛地而起之势，形成了特有的网络直播产业链。现在，越来越多的企业对网络直播营销跃跃欲试，营销人员在进行营销策划时，“直播+营销”几乎成为各大品牌营销模式新“标配”，认为网络直播可以轻装上阵。当品牌与网络直播进行结合时，又如何使营销价值得以实现，大部分企业只是将网络直播看作是另一个传播信息的平台，却忽视了网络直播沉浸式实时互动等特质，虽然在传播中获得了更高的声量，但却没能真正将网络直播的优势与品牌营销的需求进行有效结合。本文根据映客直播市场营销策略展开分析，首先提出选题研究意义背景，近而分析网络直播相关概念，其次分析了映客直播发展现状分析；最后对映客直播市场营销策略存在的问题及映客直播市场营销策略的对策建议分析。关键词：映客直播市场营销营销模式对策1RESEARCHONTHEMARKETINGSTRATEGYOFYINGGUESTLIVEMARKETABSTRACTInthewaveoftheInterneteconomy,theriseofthenetworkbroadcastingplatformhasinjectedfreshbloodintotheInternetindustry.Interactiveanddiversifiedwebcast,attractingmanyinvestorstoenterthefieldofnetworkbroadcasting,withtheuserfoundationandsocialinfluence,hascausedthepowerofthelargeandsmallnetworkbroadcastingplatform,andformedtheuniquenetworkbroadcastingindustrychain.Nowadays,moreandmoreenterprisesliveinthemarketingplanofmarketers."Living+marketing"hasalmostbecomeamainbrandmarketingmodeinthenew"standard",thatis,thenetworkcansurvive.Whencombinedwiththebrandandthenetworkmarketing,howtomakethevaluetoberealized,mostcompaniesjustanothernetworkasaplatformforinformationdissemination,whileignoringthereal-timeinteractivefunctionofnetworkbroadcastingpersonallyonthescene,althoughinthedisseminationofsoundvolume,butwiththeeffectivecombinationofbrandmarketingnetworkadvantages,thereisnorealdemandforbroadcasting.Accordingtoreports,on-siteguestsofthemarketingstrategy,firstproposedtheresearchbackgroundandsignificance,therelatedconceptanalysisofnetworkbroadcasting,andthenanalyzesthecurrentdevelopmentofthebroadcast;finally,theguestsreflectstheanalysisofthemarketingstrategysuggestionsandCountermeasuresoflifeonmarketingstrategiesandproblemsenantiomers.2KeyWord：TheCountermeasuresofmarketingmarketingmodelofthelivelivemarket3目录第一章绪论.......................................................5一、选题背景....................................................5二、选题意义....................................................5二、研究方法....................................................6（一）个案分析法.............................................6（二）文献研究法.............................................6第二章网络直播相关概念............................................7一、网络直播的概念..............................................7二、网络直播的发展内容..........................................7第三章映客直播发展现状分析........................................9一、映客直播简介................................................9（一）内容呈现多元化.........................................9（二）平台主打移动端.........................................9（三）用户使用低门槛........................................10二、映客直播的主要盈利方式.....................................10（一）用户打赏..............................................10（二）广告赞助.....................................
