The best way to conference proceedings by Francis Academic Press

Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Research on Brand Building of e-Commerce Network Red Live Broadcast from the Perspective of New Media

Download as PDF

DOI: 10.25236/edssr.2020.030


Hui Deng

Corresponding Author

Hui Deng


As a brand new and rapidly developing new online marketing method of new media, live-streaming and carrying goods can not only boost the economy, but also shorten the relationship between the public and government departments. Web celebrity USES live broadcast to carry goods for poverty alleviation, local image publicity, public welfare activities, etc., which has generated a great influence and appeal. For the enterprise itself, this will be an ultra-low cost publicity opportunity, which will virtually improve the exposure and popularity of the enterprise products, and even greatly improve the public praise. There is no need to spend a lot of money on advertising like the traditional marketing model. For web celebrity, it creates employment opportunities for individuals, and at the same time, it can use its original fan traffic to cash in and increase personal income. In the context of new media, through literature research, case analysis and investigation research, this paper analyzes the development status of Chinese web celebrity live broadcast with goods, finds out some existing problems in live broadcast with goods, and proposes targeted improvement countermeasures to build web celebrity brand. Through the research on the brand building of e-commerce online celebrity live broadcast with goods, it is hoped to provide some reference for the sustainable development of China's e-commerce industry and the wide promotion of the new marketing mode of live broadcast with goods.


New media, Live with goods, Brand building, Countermeasures