本科论文摘 要网络直播营销模式作为社会发展的时代性产物，具有产生的时代必然性，其在互联网不断发展的作用下稳步前进。现阶段网络直播营销模式在发展的过程中日益凸显出一些问题，因而有其研究的价值与意义，故对其展开相关研究。本研究以李佳琦网络视频直播营销为例，进行案例分析，剖析数据，论证网络直播营销模式当前的发展现状，未来趋势，找到发展存在的问题与行业弊端，并加以具体论述和研究，从直播平台、直播用户、直播过程全方位讨论产生弊端的各种原因，给出对应解决方案及建议。同时，讨论网络直播营销的存在价值，针对其长远健康发展从国家政策、直播平台、直播用户、直播过程四个维度给出实行措施，并为丰富其模式发展给出建议。关键词：网络视频直播，直播营销，李佳琦，营销模式本科论文AbstractAs the contemporary product of social development, webcast marketing mode has the inevitability of the times, and it advances steadily under the continuous development of the Internet. At the present stage, the marketing mode of webcast is becoming more and more prominent in the process of development, so it has the value and significance of its research. This study takes Li Jiaqi webcast marketing as an example, carries on the case analysis, analyzes the data, demonstrates the current development present situation, the future trend of the webcast marketing pattern, finds the development existence question and the profession malpractice, and discusses and studies concretely, from the live broadcast platform, the live broadcast user, the live broadcast process omni-directional discussion. On the causes of malpractice, the corresponding solutions and suggestions are given. At the same time, discuss the existence value of webcast marketing, give the implementation measures from four dimensions of national policy, live broadcast platform, live broadcast user and live broadcast process, and give suggestions for enriching its model development in the...
