知识营销的直播电商及其传播价值:以“与辉同行”为例  

Research on The Live Streaming E-commerce of Knowledge Marketing and Its Dissemination Value:"TIME WITH YUHUI"as an Example

作　　者：段淳林[1] 陆莉 Duan Chunlin;Lu Li(Journalism and Communication School,South China University of Technology,Guangzhou,510641)

机构地区：[1]华南理工大学新闻与传播学院,广州510641

出　　处：《现代广告》2024年第7期47-53,共7页Modern Advertising

摘　　要：随着直播平台数字营销的转型升级,直播内容生产由泛娱乐化内容向泛知识内容转变,知识营销成为直播电商的新型营销手段。本文以知识直播头部账号“与辉同行”为研究对象,探究了知识营销与直播电商相融合衍生出的知识直播带货模式及其传播价值。研究发现,知识营销中的直播电商以泛知识内容创造知识价值,用隐性知识塑造精神文化价值,通过多业务的知识营销放大商业价值。With the transformation and upgrading of digital marketing on live streaming platforms,the production of live content has shifted from entertainment oriented content to knowledge oriented content,and knowledge marketing has become a new marketing method for live streaming e-commerce.This article focuses on the top account of knowledge-based live streaming,"TIME WITH YUHUI",and explores the knowledge-based live streaming sales model and its dissemination value derived from the integration of knowledge marketing and live streaming e-commerce.Research has found that it creates knowledge value through broad knowledge content,shapes spiritual and cultural value through implicit knowledge,and amplifies commercial value through multi business knowledge marketing.

关 键 词：知识营销 直播电商 知识直播带货 传播价值 

分 类 号：G63[文化科学—教育学]