淘宝女装直播营销模式创新路径探索

Innovation Path Research on Taobao Women’s Live Broadcast Marketing Model

摘要: 作为借助直播技术和互联网平台进行女装展示、导购、咨询答复的新型服务方式，女装直播营销已基本成为解决当前女装销路问题和推进女性消费的有效手段之一。与传统营销模式相比，它具有虚拟性、互动性、直观性等特征，适应大众思维理念和行为习惯，销量表现更好，优势更突出，为女装线上销售带来了新机遇。然而受到主播带货影响力、选品、价格、售后服务、物流配送服务因素限制，女装直播营销在销售进程受到一定阻碍，还存在巨大探究空间。为获得更理想的女装直播销售收益，从淘宝女装直播营销背景分析着手，阐述了当前女装直播传播形式及选择淘宝平台进行直播的原因，明确了直播营销的基本趋向，并对淘宝女装直播营销模式创新路径进行了探索。

Abstract: As a new service method for women’s wear display, shopping guide, consultation and replying with the help of live broadcasting technology and Internet platform, live marketing of women’s wear has basically become one of the effective means to solve the current sales problem of women’s wear and promote female consumption. Compared with the traditional marketing model, it is virtual, interac-tive, intuitive and other characteristics, adapt to the public thinking and habits, sales performance is better, the advantage is more prominent, for women’s online sales has brought new opportunities. However, due to the influence of ability of anchors, selection, price, after-sales service, logistics and distribution services, women’s live marketing has been hindered in the sales process, and there is still a huge space for exploration. In order to obtain more ideal sales revenue of women’s live broadcast, starting from the background analysis of Taobao women’s live broadcast marketing, this paper expounds the current form of women’s live broadcast communication and the reasons for choosing Taobao platform for live broadcast, clarifies the basic trend of live broadcast marketing, and exploring the innovation path of Taobao women’s live broadcast marketing model.