浅析国内外电商的网络直播营销-以淘宝为例_英语论文

Analysis on Live Internet Broadcast Marketing of E-commerce at Home and Abroad —Taobao as an Example

摘要

随着互联网的广泛使用，很多产业迅猛发展。依赖于互联网的网络经济对传统经济构成了不小的威胁。电商作为网络经济发展的主要途径，发展速度之快，经济规模之大，已经引起了国内外许多投资者的关注。国内外如日中天的网络直播业务，丰富了人们的生活娱乐，也带来了可观的经济效益。网络直播与通过互联网运作的各个行业快速结合起来，形成了“直播+经济”的全球经济现状。与传统的经济模式相比，电商与网络直播相结合的经济模式有其自身的优势和特点。这种营销手段如今势头正旺，但由于形成的时间不长，互联网管制不够严格，电商直播仍存有很多不足之处需要改善。

本文探讨了当今国内外电商网络直播营销的策略，其对消费者消费结构和消费习惯以及对电商经济的影响，分析了电商网络直播现存的优点与缺点以及电商网络直播发展的因素。同时，本文以淘宝为例，分析了淘宝直播发展历程。电商的网络直播营销要想获得最好的发展，就要以消费者为核心，掌握消费者内心的消费意愿，坚守产品质量，整合营销策略。本文分析电商网络直播的运营模式，探索电商经济未来的发展战略，希望对促进全球电商经济的发展有所作用。

关键词： 电商  网络直播  淘宝  营销

Abstract

At present, Internet is widely used, which helps many industries to develop. The Internet economy which depends on Internet poses great challenges to traditional economy. E-commerce, as the main approach of the Internet economy, attracts attention from lots of investors from home and abroad due to its fast development and large scale. At the same time, the live Internet broadcast, which has been hot from the beginning of 2016 both at home and abroad, has enriched people’s lives and brought considerable economic benefit. Therefore, the rising broadcast business has rapidly combined with various industries which are operated through the Internet and has formed a global economic phenomenon ‘live broadcast + economy’. Compared with traditional economy, the mode of ‘live broadcast + economy’ has its own strengths and features in this field. Since this marketing strategy has only existed for a short period and is on the upswing, the Internet regulation is not strict, so the live Internet broadcast of e-commerce has lots of weaknesses. 

This thesis studies live broadcast marketing strategies and influences on consumption structures, consumption habits and the e-commerce, then analyzes present advantages and disadvantages to find the elements that can promote live broadcast marketing of e-commerce. At the same time, taking Taobao as an example. this thesis studies the development of Taobao live broadcast. If the online businessmen want their marketing strategy to develop in the optimum direction, they should take the consumers as the core, know the purchasing power of consumers, ensure the quality of products and integrate marketing resources. Finally, it further explores the right direction of e-commerce and the future development strategy in order to promote the economic development of global e-commerce. 

Key words: e-commerce  live Internet broadcast  Taobao  marketing strategy

Contents

CHAPTER 1 INTRODUCTION 3

CHAPTER 2  LIVE INTERNET BROADCAST MARKETING STRATEGIES AND INFLUENCES ON CONSUMPTION STRUCTURES, CONSUMPTION HABITS AND THE E-COMMERCE 5

2.1 Definition of Live Internet Broadcast 5

2.2 Characteristics of Live Internet Broadcast 5

2.3 Marketing Strategies 7

2.4 Marketing Influences on Consumption Structures, Consumption Habits and the E-commerce 8

CHAPTER 3  BRIEF ANALYSIS ON E-COMMERCE AT HOME AND ABROAD 10

3.1 The Factors Affecting the Development of E-commerce at Home and Abroad 10

3.2 The Current Situation of E-commerce at Home and Abroad 11

3.2.1 B2B Model Dominated by Large-scale Enterprises—an Important Part of Global Competitiveness 11

3.2.2 Online Retail—One of the Main Retail Channels of the Developed Countries 11

3.3 The Advantages and Disadvantages of E-commerce at Home and Abroad 12

3.3.1 Advantages of E-commerce at Home and Abroad 12

3.3.2 Disadvantages of E-commerce at Home and Abroad 13

CHAPTER 4  THE DEVELOPMENT OF TAOBAO LIVE BROADCAST 15

4.1 The Current Situation of Taobao Live Broadcast 15

4.2 The Influence of Taobao Live Broadcast on E-commerce 15

4.3 Development Trend of Taobao Live Broadcast 16

CHAPTER 5  FUTURE DEVELOPMENT STRATEGIES OF LIVE INTERNET BROADCAST OF E-COMMERCE AT HOME AND ABROAD 18

5.1 To Attach Great Importance to the Difference Between E-commerce Live Broadcast and Other Entertainment Live Broadcast 18

5.2 To Realize the Future of Live Internet Broadcast Lying in E-commerce 18

5.3 The Transformation of Management Idea 19

CHAPTER 6  CONCLUSION 21

ACKNOWLEDGMENTS 22

REFERENCE 23