新媒体营销背景下网红直播电商模式分析—以薇娅为例 市场营销专业VIP免费

I新媒体营销背景下网红直播电商模式分析——以薇娅为例目录摘要......................................................................11新媒体营销概述.........................................................12传统电商模式分析.......................................................12.1传统电商模式概述.................................................12.2传统电商模式分类.................................................23网红直播电商模式分析...................................................23.1网红直播电商模式概述.............................................23.1.1网红经济的营销基本流程.....................................23.1.2网红经济的营销模式.........................................33.2网红直播电商模式分类.............................................33.3网红直播电商发展优势.............................................43.4薇娅直播分析.....................................................63.4.1互动性强...................................................63.4.2实时发布，灵活便捷.........................................63.4.3专业性强...................................................64网红直播电商存在的问题.................................................94.1行业发展出现瓶颈（整体业态层面）.................................94.2相关部门的监管力度不够（平台与企业层面）.........................94.3主播专业性不强（主播层面）.......................................94.4用户黏性较低（消费者层面）......................................105网红直播电商发展趋向..................................................10结语.....................................................................11参考文献.................................................................11II致谢.....................................................................121新媒体营销背景下网红直播电商模式分析——以薇娅为例摘要：鉴于智能手机与电商购物的普及，电商直播正成为新的井喷经济，直播营销被视为新媒体营销转化流量的利器。在新媒体营销与短视频兴盛的背景之下，网红电商模式随之产生。本文以薇娅的直播电商模式为研究对象，利用文献资料法、案例分析法从新媒体营销、传统电商模式、网红直播电商模式、网红直播电商所存在的问题以及网红直播的发展趋向进行研究分析。最后得出和传统电商模式相比，网红直播电商模式在专业性以及互动性方面有着较为突出的表现，同时其转化率可以处于较高的水平，而存在的主要问题包括会面临行业发展瓶颈、相关部门的监督不到位、主播的专业性不强以及用户的粘性低等。对网红直播电商模式加以研究，可针对性的探讨其未来的发展趋势。关键词：新媒体营销；电商；直播；网红经济；网红直播Underthebackgroundofnewmediamarketing,theanalysisoftheonlineredlivee——commercemodelisanexampleofViaAbstract:Inviewofthepopularityofsmartphonesande-commerceshopping,e-commercelivebroadcastisbecominganewblowouteconomy,andlivebroadcastmarketingisregardedasapowerfultoolfornewmediamarketingtoconverttraffic.Inthecontextoftheprosperityofnewmediamarketingandshortvideos,theonlinecelebritye-commercemodelhasemerged.ThisarticletakesWeiYa’slivebroadcaste-commercemodelastheresearchobject,andusestheliteraturemethodandcaseanalysismethodtoanalyzenewmediamarketing,traditionale-commercemodels,onlinecelebritylivee-commercemodels,problemsinonlinecelebritylivee-commerce,andonlinecelebritylivebroadcasts.Researchandanalysisofdevelopmenttrends.Finally,comparedwiththetraditionale-commercemodel,theonlinecelebritylivebroadcaste-commercemodelismoreinteractive,professionalandhastheadvantagesofconvers...