Research on the marketing issues of live delivery under the background
of internet celebrity economy
Abstract
The advent of the mobile Internet era affects all aspects of people's study, work, and
life. Social and shopping platforms such as Taobao, Douyin, Kuaishou, WeChat, and
Weibo have developed rapidly. Convenient and fast online marketing has become the
preferred marketing model for merchants.Some Internet experts rely on the output of
personalized opinions and attitudes on social platforms, attracting a large number of fans
and capital investment, relying on fans and traffic to monetize, forming a huge-scale
Internet celebrity economy.In recent years, live streaming has become the hottest online
celebrity industry in the context of the Internet celebrity economy. In 2019, the Taobao
Double Eleven shopping festival had a turnover of 20 billion in live broadcast
products.However, the fast-growing live broadcasts have exposed a series of problems
due to insufficient supporting measures and immature development.
This article first uses the literature analysis method to summarize the current
research status of Internet celebrity economy and live streaming.The theoretical analysis
method is used to elaborate the SWOT analysis model, the new 4C rule, 4I marketing
theory, consumer behavior model and other related theories used in this article, which lays
the theoretical foundation of this article.Secondly, using the SWOT model to analyze the
advantages, disadvantages, opportunities and threats of live streaming in the context of
the Internet celebrity economy, after systematic analysis and thinking, summarize the
negative problems of live streaming and analyze the causes.Finally, from the three main
levels of Internet celebrities, enterprises, and the government, opinions and suggestions
on the improvement of future live broadcast marketing strategies are proposed.
This article analyzes and studies the live streaming of goods, enriches and
supplements the relevant theoretical research of the online celebrity industry, and aims to
promote the sound development of the live streaming industry, which has strong practical
significance.By improving the personal quality of Internet celebrity anchors,
standardizing team operation and management, and enhancing the stickiness of fans;
comprehensively improving product quality, personalized marketing design, and
diversified selection of anchors; strengthening the supervision of the live streaming

industry, unblocking complaints and reporting channels, etc., to make the live broadcast
This industry can develop healthily and sustainably.
Key words: Internet celebrity; Internet celebrity economy; Live delivery;Marketing
strategy

目录
第1章绪论··························································································1
1.1选题背景·····················································································1
1.2研究的目的和意义·········································································2
1.2.1研究目的············································································2
1.2.2研究意义············································································3
1.3国内外研究现状············································································4
1.3.1国外研究现状······································································4
1.3.2国内研究现状······································································5
1.3.3研究评述············································································7
1.4研究思路及方法············································································7
1.5创新之处·····················································································9
第2章概念界定及相关理论基础································································11
2.1概念界定····················································································11
2.1.1网红·················································································11
2.1.2网红经济··········································································12
2.1.3网红产业··········································································13
2.1.4直播带货··········································································14
2.1.5营销策略··········································································14
2.2相关理论基础·············································································15
2.2.1SWOT分析模型····································································15
2.2.2新4C法则·········································································15
2.2.34I营销理论·······································································16
2.2.4消费者行为模式·································································16
第3章直播带货的发展现状······································································17
3.1直播带货的发展概况····································································17
3.1.1直播带货的发展历程···························································17
3.1.2直播带货的特征·································································19
3.1.3直播带货的市场定位···························································20
3.1.4消费者需求分析·································································20
3.2调查问卷的设计及结果分析···························································21
3.2.1调查对象基本情况的分析·····················································21
3.2.2观看直播带货平台分析························································23
。。。以下略