跨境电商群直播商业模式下品牌营销策略  

Brand Marketing Strategies Under the Live Streaming Business Model of Cross-Border E-Commerce Groups

作　　者：闻知九 WEN Zhijiu(Nanjing City Vocational College,Nanjing 210018,China)

机构地区：[1]南京城市职业学院,江苏南京210018

出　　处：《商业观察》2024年第21期97-100,共4页BUSINESS OBSERVATION

摘　　要：跨境电商群直播商业模式为品牌营销提供了新的机遇与挑战。在此模式下,企业可以通过参与群直播活动来增加曝光度,从而提升销售额。但是要在竞争激烈的市场中取得成功,就需要制定有效的营销策略。文章首先从跨境电商群直播商业模式下品牌营销流程的角度指出其构成及各个环节的注意事项,为跨境电商群直播品牌营销提供可行参考;其次提出了几点跨境电商群直播商业模式下品牌营销保障策略,通过提供独特的产品特点和良好的用户体验来吸引消费者。在品牌营销中,应积极参与用户互动,建立稳固的粉丝关系,并利用用户反馈来不断改进服务。跨境电商群直播商业模式下的品牌营销策略需要全面考虑市场需求和消费者心理,实现品牌的长期盈利。The live streaming business model of cross-border e-commerce groups provides new opportunities and challenges for brand marketing.In this mode,enterprises can increase exposure and sales by participating in group live streaming activities.But to succeed in a fiercely competitive market,it is necessary to develop effective marketing strategies.This article first points out the composition of the brand marketing process under the cross-border e-commerce group live streaming business model and the precautions for each link,providing feasible references for the brand marketing of cross-border e-commerce group live streaming.Secondly,several brand marketing guarantee strategies under the cross-border e-commerce group live streaming business model are proposed to attract consumers by providing unique product features and good user experience.In brand marketing,it is important to actively participate in user interaction,establish stable fan relationships,and utilize user feedback to continuously improve services.The brand marketing strategy under the live streaming business model of cross-border e-commerce groups needs to comprehensively consider market demand and consumer psychology,in order to achieve long-term profitability of the brand.

关 键 词：跨境电商群直播 商业模式 品牌营销 

分 类 号：F275[经济管理—企业管理]