直播经济和直播营销研究外文翻译资料

The research of live broadcast economic and

live broadcast markting

直播经济和直播营销研究

原文作者: Barney Park

Abstract：The 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 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. It greatly speeds up the development of economic. The industry have different 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 marketing, 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.

摘要：伊尼斯在《传播的偏向》中说：“一种新媒介的出现，将会导致一种新文明的产生。”直播平台的产生为直播经济的兴起提供了必要的基础。如今各类直播APP很多，据统计，与直播相关的应用已经超过一百款，这些应用为大众提供了方便快捷的直播平台，大大加快了直播经济的发展。然而业界对于直播产业有不同的看法，有人认为这是泡沫经济，高热度只是短时间内的现象。也有人对直播产业评价很高，认为它是内容营销的最后一个出路。直播确实是一种新形式的内容营销，目前直播还有较大的发展空间，尽管直播产业中还存在种种问题，但直播确实是目前最为热门和有效的营销手段之一。

Keywords: Network broadcast; Content marketing; Marketing methods

关键词：网络直播；内容营销；营销方式

Live broadcast 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 form, 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 'second screen' - mobile terminal, with the users, in the form of subordinate 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 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.

2016 is the economy of the world live broadcast, live broadcast is not 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, large 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 broadcast 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 as 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 consumer 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 marketing.

According to Maslowrsquo;s 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-realization. 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 performing 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 broadcast portal, etc by the user with a photo id card can meet the conditions, and to become the host device that is just a phone, so had to in the shortest possible time to gain fans attention, the spread of the content is not very valuable, some even bad information, this caused a bad influence on the network environment.

More and more web celebrity live broadcasts with brands actively, help enterprises to promote and sell products. Companies find through the web celebrity live broadcast implanted advertising more easily finish commodity trading. Live broadcast can be linked to the economy is largely due to live broadcast with the height of the characteristics of 'concentration', this is the first time business users, trading platform and brand in the medium of seamless docking. For the brand, sponsored red live broadcast greatly reduces the cost of marketing netwo

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The research of live broadcast economic and live broadcast marketing

Barney Park

Abstract：

The 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 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. It greatly speeds up the development of economic. The industry have different 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 marketing, 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 methods

Introduction

Live broadcast 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 form, 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 'second screen' - mobile terminal, with the users, in the form of subordinate 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 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.

The spring up of live broadcast economy

2016 is the economy of the world live broadcast, live broadcast is not 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, large 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 broadcast 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 as 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 consumer 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 marketing.

3 The characteristics of the live broadcast

3.1 Personal fulfillment

According to Maslowrsquo;s 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-realization. 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 performing 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 broadcast portal, etc by the user with a photo id card can meet the conditions, and to become the host device that is just a phone, so had to in the shortest possible time to gain fans attention, the spread of the content is not very valuable, some even bad information, this caused a bad influence on the network environment.

3.2 live broadcast services for marketing

More and more web celebrity live broadcasts with brands actively, help enterprises to promote and sell products. Companies find through the web celebrity live broadcast implanted advertising more easily finish commodity trading. Live broadcast can be linked to the economy is largely due to live broadcast with the height of the characteristics of 'concentration', this is the first time business, users, trading platform and brand in the medium of seamless docking. For the brand, sponsored red live broadcast greatly reduces the cost of marketing network, and on the premise of improving turnover greatly enhance the brand awareness. Now, you can see some big international brand has been very quick to react, live broadcast in

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