完美日记淘宝直播效果改进策略的研究

Research on the Improvement Strategy of Taobao Live Broadcast Effect of Perfect Diary

摘要: 网络直播凭借成本低廉、交互功能强大、信息传播速度快等优势，在国产化妆品营销中占有举足轻重的地位。淘宝直播凭借其强大的生命力，迅速在电商直播平台崛起。本文通过文献调查法、数据分析法以及案例分析法研究了完美日记的直播效果改进策略。研究结果表明：社会临场感、直播环境对直播效果具有显著的正向影响。此外，本文针对完美日记直播中出现的问题提出对策建议，分别为选择与产品领域专业对口的主播、生产垂直化内容、提前建立互审机制、直播环境场景化以及改善直播间互动氛围。本文希望通过此次研究帮助完美日记改善在淘宝平台的直播效果，同时帮助同行业朝更好的方向发展。

Abstract: With the advantages of low cost, powerful interactive function and fast information dissemination, webcasting occupies a pivotal position in the marketing of domestic cosmetics. Taobao live broadcasting has rapidly risen in the e-commerce live broadcasting platform by virtue of its strong vitality. This paper investigates the live broadcast effect improvement strategy of Perfect Diary through literature survey method, data analysis method and case study method. The results of the study show that social presence and live broadcasting environment have a significant positive impact on the live broadcasting effect. In addition, this paper puts forward countermeasure suggestions for the problems in Perfect Diary’s live broadcasting, which are choosing anchors with professional counterparts in the product field, producing verticalized content, establishing a mutual review mechanism in advance, scenarioization of the live broadcasting environment, and improving the interactive atmosphere in the live broadcasting room. This paper hopes that this study will help Perfect Diary to improve the effect of live broadcasting on Taobao platform, and at the same time help the industry to develop in a better direction.