电商直播背景下国货品牌的营销策略创新研究

Research on the Innovation of Marketing Strategies for Domestic Brands under the Background of E-Commerce Live Streaming

摘要: 随着直播技术的快速发展，“直播 + 电商”已经成为不少企业和品牌重要的营销模式。企业借助电商平台通过与主播合作的形式开展直播进行品牌营销，为消费者提供了全方位、实时性的购物体验。与花西子等新型国货品牌相比，蜂花、鸿星尔克等老牌国货品牌在电商直播环境下逐渐“无人问津”。在电商直播经济繁荣发展的背景下，国货品牌也纷纷加入“直播带货”的行列，吸引了大量消费者的注意。在未来，中国品牌如何与时俱进转变营销策略，抓住时代机遇，并摸索出一套独具特色的直播营销策略，提高国货长期发展水平，成为国货当下亟待解决的问题。本文主要利用案例分析法，通过对国货品牌在电商直播环境下的困境以及营销策略的创新进行分析，为更多优质的国货企业提供未来的发展路径，从而找到一条具有持续性的发展道路。

Abstract: With the rapid development of live-streaming technology, “live-streaming + e-commerce” has become an important marketing model. Enterprises conduct live broadcasts with anchors on e-commerce platforms for brand marketing, providing consumers with real-time shopping experiences. Compared with new domestic brands like Florasis, traditional ones such as Bee & Flower and ERKE have been overlooked in e-commerce live-streaming. However, as the e-commerce live-streaming economy prospers, many domestic brands have joined this trend, attracting attention. For Chinese brands, keeping up with the times, transforming marketing strategies, seizing opportunities, and devising unique live-streaming marketing strategies are crucial for their long-term development. This paper analyzes the difficulties and marketing strategy innovation of domestic brands in e-commerce live-streaming, aiming to offer development paths for high-quality domestic enterprises and find a sustainable route.