网红经济下淘宝直播的营销策略分析(含调查问卷)(论文15000字)
摘要
近几年来,直播市场带来了巨大的经济效益,电商利用直播的手段进行商品的辅助宣传,以强有力的互动性增加用户粘性。尤以网红电商为代表,其利用本身巨大的粉丝流量,创造了巨额的销售利润,在电商中脱颖而出。
所以探究直播效果的影响因素,进而提出相应的改进建议以提升店铺销售额成为中小企业开展营销的必要手段。
本文的研究结构如下:
第一章主要介绍了研究背景、研究目的及意义、研究内容及方法;
第二章主要是现状分析,包括国内外的研究现状、网络直播的现状、淘宝直播的现状、特征以及淘宝平台的三种直播模式。其中还包含了直播数据的记录和分析。首先说明了淘宝主播的分类,基于主播的分类情况选择观察记录的样本,再对记录的样本数据进行分析,主要从直播的规模、转化率、粉丝流量以及每分钟评论数入手。
第三章是关于淘宝直播用户对直播全过程的评价的问卷调查,并对调查结果进行了分析,包括基本信息分析与用户行为分析。
第四章是基于模糊综合评价法的评价分析,首先确定影响淘宝直播效果的影响因素,确定每个影响因素所占的权重大小,再针对权重分布进行分析。
第五章是关于中小企业开展直播营销的建议,主要从三个方面阐述,包括直播前期、直播过程和售后。
第六章主要介绍了本文的研究结论,以及在论文撰写过程中存在的不足之处。
关键词:网红经济 淘宝直播 营销策略
Abstract
In recent years, the live broadcast market has brought huge economic benefits. E-commerce uses the means of live broadcast to promote the promotion of goods, and increases the user's stickiness with strong interaction. Especially represented by the network red e-commerce, it uses its huge fan traffic to create huge sales profits and stand out in e-commerce.
Therefore, to explore the influencing factors of the live broadcast effect, and then propose corresponding improvement suggestions to enhance store sales become a necessary means for SMEs to carry out marketing.
The research structure of this paper is as follows:
The first chapter mainly introduces the research background, research purposes and significance, research content and methods;
The second chapter is mainly the analysis of the status quo, including the status quo of research at home and abroad, the status quo of webcasting, the status quo and characteristics of Taobao live broadcast and the three live broadcast modes of Taobao platform. It also includes the recording and analysis of live data. Firstly, the classification of Taobao anchor is explained. Based on the classification of the anchor, the sample of the observation record is selected, and then the sample data of the record is analyzed, mainly starting from the size of the live broadcast, the conversion rate, the fan traffic and the number of comments per minute.
The third chapter is about the questionnaire survey of Taobao live broadcast users on the whole process of live broadcast, and analyzes the survey results, including basic information analysis and user behavior analysis.
The fourth chapter is based on the evaluation and analysis of fuzzy comprehensive evaluation method. Firstly, the influencing factors affecting Taobao live broadcast effect are determined, the weight of each influencing factor is determined, and then the weight distribution is analyzed.
The fifth chapter is about the recommendations of SMEs to carry out live marketing, mainly from three aspects, including the pre-live period, live broadcast process and after-sales.
The sixth chapter mainly introduces the research conclusions of this paper and the shortcomings in the process of writing the thesis.
Keywords: net red economy, Taobao live broadcast, marketing strategy
目录
摘要 1
Abstract 2
第一章 绪论 4
1.1选题背景 4
1.2研究目的和意义 4
1.3研究内容和方法 4
1.3.1研究内容 4
1.3.2研究方法 5
第二章文献综述 6
2.1国内外研究综述 6
2.2网络直播的现状 8
2.1.1直播用户规模 8
2.1.2网络直播市场规模 8
2.1.3网络直播平台的分类 9
2.1.4网络直播的营销模式 9
2.3淘宝直播的发展现状 10
图2-4 淘宝直播亿元榜单图 11
2.4淘宝主播的分类 11
图2-5 淘宝主播类别图 11
2.4.2基于粉丝人数 12
2.5直播的数据记录与分析 12
2.5.1直播的规模 12
2.5.2直播的分布区域 12
2.5.3直播的转化率 13
2.5.4粉丝实时流量 14
2.5.5直播间每分钟评论数 14
2.5.6直播用户城市分布 14
2.6淘宝直播营销的特征 15
2.6.1实时传播 15
2.6.2互动参与 15
2.6.3内容多样 15
2.7淘宝直播平台上中小企业的3种直播模式 16
2.7.1企业自己店铺直播 16
2.7.2网红直播 16
2.7.3草根直播 16
2.7.4中小企业自己店铺直播与网红直播的对比分析 17
第三章问卷设计与调研分析 18
3.1调研目的 18
3.2问卷设计 18
3.3问卷投放与回收 18
3.4结果分析 19
3.4.1基本信息分析 19
3.4.2用户行为分析 20
第四章 基于模糊综合评判法的淘宝直播评价分析 24
4.1方法简介 24
4.2体系构建 24
4.2.1确定因素集F和评语集E 24
4.2.2统计、确定单因素评价隶属度向量,并形成隶属度矩阵R 26
4.2.3确定权重向量WF 26
4.2.4计算综合评定向量S 28
4.3效果评判 28
4.3.1综合评判 28
4.3.2对一级指标的评判 28
4.3.3对二级指标的评判 29
第五章 中小企业直播营销策略建议 30
5.1直播前期 30
5.1.1找准目标客户 30
5.1.2加大直播宣传,吸引观看流量 30
5.2直播过程 30
5.2.1加强运营技巧 30
5.2.2注重直播内容 31
5.2.3建立信任感 31
5.2.4 增强用户的参与感 31
5.2.5强有力的价格优惠 32
5.3售后 32
第六章 结论与展望 33
6.1结论 33
6.2不足与展望 33
参考文献 35
附录 37
致谢 42
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