电商环境下网络直播营销策略的分析——以淘宝直播为例【摘要】随着网络技术和电子商务的发展，营销方式变得多样化，老牌电商企业的流量受到冲击，为了解决流量被分流问题，电商+直播的网络营销模式赶上时代潮流，自出现后就开始迅猛发展，各大直播平台纷纷涌现，电商平台在不断探索和细分垂直领域，其中淘宝直播是电商和直播营销紧密结合的营销方式之一，在智能终端的广泛普及下，拥有广大的受众群体，备受大众喜爱，使得人人都可以当一名主播为自身的品牌或者商铺创造价值，整个社会氛围呈现全民直播的百花齐放的风气，具有传统电商和传统营销所无法比拟的优势。在网络直播营销狂潮下，淘宝直播的一些问题也在不断暴露出来，淘宝店家对自身的定位不够明确使得淘宝直播的商品与本店风格定位不符；在直播过程中内容不够明确，不能直击观众的痛点，容易丧失观众观看的欲望；在准备和进行一场直播的全过程中对直播脚本没有运用到位甚至缺乏脚本等；针对这些问题，一一对应提出自身对此的一些看法和解决方案。【关键词】淘宝直播；网络营销注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。Analysis of Network Live Marketing Strategy under E-commerce Environment-- taking Taobao Live as an example[Abstract] Along with the development of network technology and e-commerce, marketing become diversified, established the flow of electricity enterprises, in order to solve the problem of traffic flow, electricity + live network marketing mode to catch up with the trend of The Times, began to rapid development, since a major broadcast platform emerge, electric business platform in the field of continuously explore and vertical segment, including taobao live is live electrical business and marketing together, one of the marketing under the wide popularity of intelligent terminal, with a wide audience, praised by the people, makes everyone can be an anchor for its own brand or store to create value, The whole social atmosphere presents the atmosphere of letting a hundred flowe...
