直播电商视角下新兴皮革制品企业营销模式升级研究  

Research on Marketing Model Upgrading of Emerging Leather Products Enterprises from the Perspective of Live E-commerce

作　　者：李思维 LI Siwei(Shaanxi Polytechnic Institute,Xianyang 712000,China)

机构地区：[1]陕西工业职业技术学院,陕西咸阳712000

出　　处：《皮革与化工》2023年第4期40-44,共5页Leather And Chemicals

基　　金：直播电商助力陕西乡村振兴的发展因素分析和路径研究(项目编号:2022YKZD-018)。

摘　　要：直播营销是我国新兴皮革企业营销体系中的重要环节。为分析直播电商背景下我国新兴皮革制品企业营销模式转型升级的思路与方法,对新兴皮革制品企业直播营销现状进行分析,总结了其中存在的问题如内容同质化严重等,着重从流量获取策略、4I营销策略、社会临场感策略等角度对新兴皮革制品企业电商直播营销模式的升级与优化思路进行总结,旨在为皮革制品企业直播营销发展提供借鉴。Live marketing is an important link in the marketing system of China's emerging leather enterprises.In order to analyze the ideas and methods of marketing mode transformation and upgrading of China's new leather products enterprises under the background of live streaming e-commerce,the current situation of live streaming marketing of emerging leather products enterprises is analyzed,and the existing problems such as serious content homogeneity are summarized.From the perspective of traffic acquisition strategy,4I marketing strategy and social presence strategy,this paper summarizes the upgrading and optimization ideas of the e-commerce live marketing model of emerging leather products enterprises,aiming to provide reference for the development of live marketing of leather products enterprises.

关 键 词：直播电商 新兴皮革制品企业 营销模式 优化升级 

分 类 号：F724.6[经济管理—产业经济]