外文翻译文献直播经济和直播营销Word下载.docx

外文翻译文献直播经济和直播营销Word下载.docx

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19-31.

原文

Theresearchoflivebroadcasteconomicandlivebroadcastmarketing

BarneyPark

Abstract

TheInissaidinthebiasoftransmission:

theemergenceofanewmediumwillleadtothegenerationofanewcivilization.Thegenerationoflivebroadcastplatformprovidesthenecessaryfoundationfortheriseoflivebroadcasteconomy.Now,therearemanykindsoflivebroadcastAPP,accordingtothestatistics,therearemorethan100livebroadcastsAPP,whichprovidesaconvenientplatformforthelivebroadcastbroadcast.Itgreatlyspeedsupthedevelopmentofeconomic.Theindustryhavedifferentopinionsforthebroadcastindustry,however,somepeoplethinkthatthisisabubbleeconomy,highheatisonlyashortperiodoftime.Alsosomebodythinkshighlyofthebroadcastindustry,theythinkitistheendwayoutofthecontentmarketing.Livebroadcastisanewformofcontentmarketing,nowlivebroadcasthaslargerdevelopmentspace,althoughlivebroadcastexistssortsofproblemsintheindustry,butlivebroadcastiscurrentlyoneofthemostpopularandeffectivemarketingtool.

Keywords:

Networkbroadcast;

Contentmarketing;

Marketingmethods

1 Introduction

Livebroadcastaftercontinuouseconomicdevelopment,andgraduallyformedaconsiderablesizeoftheindustry,inthisindustryeveryordinarypersoncanbecomeaproducer,theirlivebroadcastproductionresultsispresentedtothepublic.Thelowthreshold,highheatgotthefavorofmanybrandmarketingform,livebroadcasthasbecomeoneofthemostpopularmarketingtoolatpresent.Characteristicofthenetworkera"

after"

istheuseof"

secondscreen"

traditionalmediaandnewmediamixofviewing"

multiplewatch"

whichasthematerialcarrierof"

-mobileterminal,withtheusers,intheformofsubordinatetoTVinthisstage,totheuserformobileusealsomainlypausesinthesocialmediachat,andrefertotheemail.Theriseofonlinevideobroadcast,broketheviewingafixedpattern,usersnotonlyfromthemobileterminalnetworkshortvideoviewingexperience,alsochangethedominanceoftelevision.Onceuponatimepeopleusedmobileterminalmainlyfillforprimetimetelevisioncommercials,andtoday'

sbigvideoportalnetworkvideoasthemainbattlegroundoftheuser.

2 Thespringupoflivebroadcasteconomy

2016istheeconomyoftheworldlivebroadcast,livebroadcastisnotanewphenomenon,butthescaleoflivebroadcastisveryrare.Especiallyafteralotofcapitaltoenter,livebroadcasteconomyisdevelopedquicklyandquicklyformedanewindustry.Alargeamountofcapitalintopeoplelivebroadcastistheimportantfactorstopromoteindustrialization,largeamountofinvestmentoftheattention,atthesametimealsofurtherenhancethelivebroadcastentrepreneurialenthusiasmofthemasses.Withthecontinuousdevelopmentoflivebroadcasteconomy,theentertainmentindustryhasalsobeenaffected.Manystarshavealsoappearedinthelivebroadcastaroundtheplatform,easyaccesstoalotofattention.Besides,thereareagroupofhundredhousealsoaddedpeoplelivebroadcast.Theparticipationofpeoplefromallwalksoflifemadelivebroadcasttotheattentionofmoreandhigher,livebroadcastisnotsimpledisplayactivities,suchasbrand,productcommercialfactorsofpeople,livebroadcastbecameoneofthemostpopularmarketingtoolsatpresent.Andaccordingtothedefinitionofcontentmarketing,contentmarketingissimplyenterprisebypublishingavarietyofformsofmediaandcapacity,marketingmeanstostimulateconsumerbehavior,itsvariousforms,andenterpriseindependentbrandtocreateanyformofembodimentofinformationworkcanbereferredtoascontent.Contentistheinformationitself,andhavedifferentformsandcarriers.So,livebroadcastcontentmarketingisundoubtedlyauniqueformofmarketing.

3 Thecharacteristicsofthelivebroadcast3.1Personalfulfillment

AccordingtoMaslow'

shierarchyofneedstheory,whenapersonistosatisfythephysiologicalneeds,securityneeds,emotionalandbelongingneedsandrespectneeds,canproduceahigherlayerofurgentdesireforself-realization.Webcelebritywilltheirlivebroadcastsonthelivebroadcastplatform,thepurposeisnaturallywonfansonlookersandcomments.Sotheredanchornettakevariousmethodstoattractmorefans,beforetheycanpreparedelicatemakeuplook,livebroadcastwillalsobeintheprocessofperformingsuchassinginganddancingtalent,hopetogetmorerecognitionandaudiencetofollow.Thecorrespondingtothedrawbacksofthevulgarization,isduetoitslowthreshold,livebroadcastonlineplatformaccess,forordinarypeoplebecome"

anchor"

andwithouttoomuchlimitation,manylivebroa