网络直播的营销效果探析摘 要网络直播是近两年流行起来的视频娱乐模式，主要借助网络平台实现直播人员与观众的互动。自出现以来，网络直播就以极快的速度吸引了各类人群的目光，并且参与网络直播的群体数量也急剧增加。很多人喜欢通过网络直播的方式随时随地向观众展示自己的日常点滴，逐渐发展成全民直播的形式。网络直播有多火？ 2016 年被认为是“中国网络 直播元年”，“无直播不传播”的口号正渐渐成为品牌建设者的共识，全民网络直播时代已然来临。本次研究主要分析国内网络直播发展现状、主要特点和未来前景，从不同角度探讨网络直播的营销效果。关键词：网络直播；营销效果；直播平台AbstractThe webcast is highly interactive video entertainment emerging, broadcast platform now has entered the "3 mobile video, go with, with live broadcast" era, more and more people are willing to participate in the live and share their lives, people live a trend. How hot is the webcast? 2016 is considered to be the first year of China's webcast, no live broadcast slogan is gradually becoming the consensus of brand builders, the advent of the era of the Internet has come. In this paper, the status quo of the spread of the network in the country, the spread of the characteristics and prospects for the development of the three part of the study, the status quo and effectiveness of the network marketing.Key words:Webcast; marketing effect; direct broadcast platform目 录TOC \o "1-3" \h \u HYPERLINK \l "_Toc16205" 摘 要 IHYPERLINK \l "_Toc27534" Abstract IIHYPERLINK \l "_Toc818" 前 言 1HYPERLINK \l "_Toc1147" 一、 网络直播营销 1HYPERLINK \l "_Toc4014" （一） 网络直播 1HYPERLINK \l "_Toc18910" 1. 什么是网络直播 1HYPERLINK \l "_Toc11558" 2. 网络直播的特性 2HYPERLINK \l "_Toc7731" （二） 网络直播营销的意义 2HYPERLINK \l "_Toc18704" 1. 什么是网络营销 2HYPERLINK \l "_Toc8795" 2. 网络营销与传统营销的区别 2HYPERLINK \l "_Toc19714" （三） 网络直播营...
