基于网络直播的品牌营销策略——以“故宫淘宝”为例 市场营销专业VIP免费

题目：基于网络直播的品牌营销策略——以“故宫淘宝”为例摘要经济的多元化发展及网络技术的成熟都催生了网络直播营销方式，中国的企业与政府相继开始了网络直播营销的尝试，业已取得良好的效果。网络直播不仅是中国居民应用范围最广的社交方式之一，也是中国居民最新的购物方式，2019年、2020年淘宝直播带货的巨额成交量意味着网络直播营销存在极为广阔的应用前景。在网络直播营销方面，故宫淘宝的战略定位相对来说较为成熟，但其中依然存在直播失误、货不对板等问题，其他品牌应当结合自身特点学习故宫淘宝的营销策略，并积极地做出相应改进，充分利用网络直播的手段实现品牌营销。关键词：网络直播，品牌营销，故宫淘宝PAGE\*MERGEFORMAT2AbstractThediversifieddevelopmentofeconomyandthematurityofnetworktechnologyhavegivenbirthtothewayofnetworklivebroadcastingmarketing.Chineseenterprisesandthegovernmenthavestartedtheattemptofnetworklivebroadcastingmarketingoneafteranother,whichhasachievedgoodresults.WebcastisnotonlyoneofthemostwidelyusedsocialcommunicationwaysforChineseresidents,butalsothelatestshoppingwayforChineseresidents.ThehugeturnoverofTaobaolivebroadcastingin2019and2020meansthatwebcastmarketinghasaverybroadapplicationprospect.Intheaspectofonlinelivebroadcastingmarketing,Taobao'sstrategicpositioningisrelativelymature,buttherearestillsomeproblemssuchaslivebroadcastingerrorsandwrongdelivery.OtherbrandsshouldlearnTaobao'smarketingstrategiescombinedwiththeirowncharacteristics,andactivelymakecorrespondingimprovements,andmakefulluseofthemeansofonlinelivebroadcastingtorealizebrandmarketing.KeyWords:webcast,brandmarketing,TaobaointheForbiddenCityPAGE\*MERGEFORMAT2目录摘要....................................................................IABSTRACT.................................................................II第1章绪论...............................................................11.1研究背景.........................................................................................................11.2研究目的.........................................................................................................21.3研究方法.........................................................................................................3第2章网络直播理论概述...................................................42.1网络直播理论概述.........................................................................................42.2品牌营销策略在网络直播环境下的应用.....................................................42.2.1品牌+直播+明星.......................................................................................................42.2.2品牌+直播+发布.......................................................................................................42.2.3品牌+直播+企业日常...............................................................................................5第3章网络直播行业营销现状分析...........................................63.1PEST工具分析网络直播宏观环境................................................................63.2淘宝直播的平台营销策略的分析.................................................................6第4章“故宫淘宝”产品营销中所存在的问题分析.............................84.1调查问卷数据采集研究分析.........................................................................84.1.1.背景样本分析............................................................................................................84.1.2可信度分...