1、 19-31.原文The research of live broadcast economic and live broadcast marketingBarney ParkAbstractThe Inis said in the bias of transmission: the emergence of a new medium will lead to the generation of a new civilization. The generation of live broadcast platform provides the necessary foundation for
2、the rise of live broadcast economy. Now, there are many kinds of live broadcast APP, according to the statistics, there are more than 100 live broadcasts APP, which provides a convenient platform for the live broadcast broadcast. It greatly speeds up the development of economic. The industry have di
3、fferent opinions for the broadcast industry, however, some people think that this is a bubble economy, high heat is only a short period of time. Also somebody thinks highly of the broadcast industry, they think it is the end way out of the content marketing. Live broadcast is a new form of content m
4、arketing, now live broadcast has larger development space, although live broadcast exists sorts of problems in the industry, but live broadcast is currently one of the most popular and effective marketing tool.Keywords: Network broadcast; Content marketing; Marketing methods1IntroductionLive broadca
5、st after continuous economic development, and gradually formed a considerable size of the industry, in this industry every ordinary person can become a producer, their live broadcast production results is presented to the public. The low threshold, high heat got the favor of many brand marketing for
6、m, live broadcast has become one of the most popular marketing tool at present. Characteristic of the network era after is the use of second screen, traditional media and new media mix of viewing multiple watch, which as the material carrier of - mobile terminal, with the users, in the form of subor
7、dinate to TV in this stage, to the user for mobile use also mainly pauses in the social media chat, and refer to the email. The rise of online video broadcast, broke the viewing a fixed pattern, users not only from the mobile terminal network short video viewing experience, also change the dominance
8、 of television. Once upon a time people used mobile terminal mainly fill for prime time television commercials, and todays big video portal network video as the main battleground of the user.2The spring up of live broadcast economy2016 is the economy of the world live broadcast, live broadcast is no
9、t a new phenomenon, but the scale of live broadcast is very rare. Especially after a lot of capital to enter, live broadcast economy is developed quickly and quickly formed a new industry. A large amount of capital into people live broadcast is the important factors to promote industrialization, lar
10、ge amount of investment of the attention, at the same time also further enhance the live broadcast entrepreneurial enthusiasm of the masses. With the continuous development of live broadcast economy, the entertainment industry has also been affected. Many stars have also appeared in the live broadca
11、st around the platform, easy access to a lot of attention. Besides, there are a group of hundred house also added people live broadcast. The participation of people from all walks of life made live broadcast to the attention of more and higher, live broadcast is not simple display activities, such a
12、s brand, product commercial factors of people, live broadcast became one of the most popular marketing tools at present. And according to the definition of content marketing, content marketing is simply enterprise by publishing a variety of forms of media and capacity, marketing means to stimulate c
13、onsumer behavior, its various forms, and enterprise independent brand to create any form of embodiment of information work can be referred to as content. Content is the information itself, and have different forms and carriers. So, live broadcast content marketing is undoubtedly a unique form of mar
14、keting.3The characteristics of the live broadcast 3.1 Personal fulfillmentAccording to Maslows hierarchy of needs theory, when a person is to satisfy the physiological needs, security needs, emotional and belonging needs and respect needs, can produce a higher layer of urgent desire for self-realiza
15、tion. Web celebrity will their live broadcasts on the live broadcast platform, the purpose is naturally won fans onlookers and comments. So the red anchor net take various methods to attract more fans, before they can prepare delicate makeup look, live broadcast will also be in the process of perfor
16、ming such as singing and dancing talent, hope to get more recognition and audience to follow. The corresponding to the drawbacks of the vulgarization, is due to its low threshold, live broadcast online platform access, for ordinary people become anchor and without too much limitation, many live broa
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