Research on the Marketing Mechanism of E-commerce Live Broadcast - Based on The Perspective of Brand Value Co-Creation  

作　　者：Zexin Wang Jiachen Gu 

机构地区：[1]School of Foreign Languages and Cultures,Beijing Wuzi University,Beijing,101100,China

出　　处：《管理科学与研究（中英文版）》2022年第5期56-61,共6页Management Science and Research

摘　　要：Today,the e-commerce live broadcast industry has formed a huge market,and it has become one of the important ways for most netizens to purchase goods.Live streaming has brought new opportunities for e-commerce and new growth for brand value.The interaction between brands and customers has gradually expanded,in this case,the importance of value co-creation has become more and more prominent.This article will take e-commerce live broadcast marketing as the research object,and the brand value co-creation as the research perspective,then provide a direction based on the value co-creation perspective for the healthy and long-term development of e-commerce live broadcast marketing by studying and analyzing the cases of brand value co-creation.

关 键 词：E-COMMERCE Live Commerce Brand Value Co-creation Marketing Mechanism 

分 类 号：F72[经济管理—产业经济]