家具产品网络直播营销问题及策略  

Research on Problems and Strategies of Livestreaming Marketing of Furniture Products

作　　者：何梓诚 李军 HE Zicheng;LI Jun(College of Furnishings and Industrial Design,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学家居与工业设计学院,南京210037

出　　处：《家具》2021年第2期103-106,114,共5页Furniture

基　　金：江苏省自然科学基金青年基金(BK20150887)。

摘　　要：基于快消类产品在直播带货中获得巨大商业成功和新冠疫情暴发的背景,直播营销模式渐渐吸引了家具行业各大品牌的目光,而如今家具行业的直播带货水平却参差不齐。为了探究家具产品网络直播营销的可发展性,从直播平台的选择、主播的选用、直播流程的布置和直播营销效果等方面阐述了家具网络直播营销的现状;分析出家具产品直播带货具有内容丰富、互动性强、实时反馈、受众覆盖广、能精准寻找客户等优势;进一步挖掘出家具产品直播营销存在的问题,包括关注度不高、转化率低、新流量难寻、协同性欠佳、专业人才缺乏;并根据上述问题有针对性地提出建议,以期为完善的家具产品直播营销策略的形成提供一定的依据。Based on the great commercial success of FMCG products in livestreaming and the background of the COVID-19 outbreak in 2020,the e-commerce livestreaming marketing model has gradually attracted the attention of major brands in the furniture industry,but now the level of livestreaming in the furniture industry is uneven. In order to explore the feasibility of the livestreaming marketing of furniture products,the current situation of the furniture livestreaming marketing was analyzed in aspects of livestreaming platform selection,the online anchors choice,the livestreaming process layout,and the livestreaming marketing effect. The advantages of furniture livestreaming were elaborated as rich content,interactive,real-time feedback,wide audience coverage,ability to accurately find customers,etc. The drawbacks of furniture livestreaming include low attention,low conversion rate,hard to find new traffic,poor collaboration,and lack of professional talents. Based on the above-mentioned issues,the targeted suggestions are put forward in order to provide a certain basis for the formation of a complete furniture livestreaming marketing strategy.

关 键 词：家具产品 网络直播 营销策略 

分 类 号：TS664[轻工技术与工程]