基于扎根理论的电商直播网络营销策略研究

Research on E-Commerce Live Streaming Network Marketing Strategies Based on Grounded Theory

摘要: 中国电商直播产业不断发展，在政策及经济影响下头部电商平台持续向直播倾斜资源，直播带货几乎成为各大平台的标配。电商直播产业依托于互联网技术，发展规模呈爆发式增长，其网络营销策略得到广泛关注。本文采用访谈问卷方式获取原始数据，并用内容分析法对电商直播网络营销策略进行分析，基于4P理论，运用扎根理论进行三级编码，归纳总结电商直播网络营销策略的特点。研究发现，电商直播消费者更加关注直播产品的价格优势，电商直播也对产品品牌推动其他系列产品发挥了重要作用。

Abstract: The live streaming industry of China’s e-commerce continues to develop, and under the influence of policies and the economy, top e-commerce platforms continue to tilt their resources towards live streaming. Live streaming sales have almost become a standard feature for major platforms. Relying on Internet technology, the development scale of e-commerce live broadcasting industry has exploded, and its online marketing strategy has received widespread attention. This article uses interview questionnaires to obtain raw data, and uses content analysis to analyze e-commerce live streaming network marketing strategies. Based on the 4P theory and grounded theory, a three-level coding is used to summarize the characteristics of e-commerce live streaming network marketing strategies. Research has found that live streaming consumers are more concerned about the price advantage of e-commerce live streaming products, and e-commerce live streaming has also played an important role in promoting product brands and other series of products.