直播电商视域下康养服务企业品牌建设路径探析

Exploring the Brand Building Path of Health and Wellness Service Enterprises from the Perspective of Live Streaming E-Commerce

摘要: 直播电商以其即时互动性、可视化体验、场景化营销和强社交属性等优势，成为康养服务企业提升品牌可见度、建立情感连接、促进购买和推荐意愿的重要工具。康养服务企业应明确品牌定位、构建直播团队与平台、制定直播内容与策略、强化品牌互动与信任、优化售后服务与口碑传播，并持续创新与迭代，以充分利用直播电商的优势，实现品牌快速发展和长期可持续增长。

Abstract: Live streaming e-commerce has become an important tool for health and wellness service enterprises to enhance brand visibility, establish emotional connections, and promote purchase and recommendation intentions due to its advantages of real-time interactivity, visual experience, scenario based marketing, and strong social attributes. Health and wellness service enterprises should clarify brand positioning, build live streaming teams and platforms, develop live streaming content and strategies, strengthen brand interaction and trust, optimize after-sales service and word-of-mouth communication, and continuously innovate and iterate to fully utilize the advantages of live streaming e-commerce, achieve rapid brand development and long-term sustainable growth.