AI赋能下电商直播平台全域营销战略规划与实施研究

AI-Enabled Omnichannel Marketing Strategy Planning and Implementation for E-Commerce Live Streaming Platforms

摘要: 人工智能技术深度融入电商直播平台运营体系，智能推荐算法、用户画像分析、实时数据处理等核心技术为平台营销模式变革提供技术支撑。基于AI赋能构建的全域营销战略规划框架，涵盖目标定位与要素配置以及标准制定这三个维度，形成了系统性指导体系，战略实施会通过用户精准触达、跨渠道内容营销协同执行、数据闭环运营机制这三个关键环节协同推进。成效评价机制从转化效率提升、成本控制效果这两个维度量化AI赋能价值，以此确保战略能够持续优化发展。

Abstract: Artificial intelligence technologies are deeply integrated into the operational systems of e-commerce live streaming platforms. Core technologies such as intelligent recommendation algorithms, user profiling, and real-time data processing provide technical support for the transformation of platform marketing models. The AI-enabled omnichannel marketing strategic planning framework encompasses three dimensions: target positioning, resource allocation, and standard establishment, forming a systematic guidance system. Strategy implementation is synergistically advanced through three key aspects: precise user reach, cross-channel content marketing coordination, and a closed-loop data operation mechanism. The effectiveness evaluation mechanism quantifies the value of AI empowerment from two dimensions—conversion efficiency improvement and cost control effectiveness—ensuring the continuous optimization and development of the strategy.