数字经济时代文化产品的网络直播营销策略研究

Research on the Marketing Strategy of Online Live Broadcast of Cultural Products in the Era of Digital Economy

摘要: 在科学技术与移动网络蓬勃发展的背景下，电子商务平台也得到了持续发展，促进了实体经济与数字经济的持续发展，顺应了数字经济时代的发展要求。当前，很多生产文化产品的企业和个人也纷纷加入到网络直播平台中来，结合线上的直播营销，扩大经营规模，加大宣传品牌的力度，拓展销售路径，降低经营成本。但是文化产品网络直播营销仍面临着主播准入门槛较低，法规制度不健全，网络用户黏性可能变低，对平台忠诚度不足，假冒伪劣商品增多，文化产品的质量缺乏保障等问题。针对以上情况，以文化产品运营策略为切入点，结合消费者需求与市场变化，在趣味性、专业性和个性化方面提出策略。

Abstract: Under the background of the vigorous development of science and technology and mobile network, e-commerce platform has also been continuously developed, which promotes the sustainable development of the real economy and the digital economy, and conforms to the development requirements of the digital economy era. At present, many enterprises and individuals producing cultural products have also joined in the online live broadcast platform, combined with online live broadcast marketing, expand the scale of operation, increase the intensity of brand publicity, expand sales paths, and reduce operating costs. However, the online live broadcast marketing of cultural products still faces such problems as low entry threshold for anchors, imperfect laws and regulations, low stickiness of network users, insufficient loyalty to the platform, increasing fake and shoddy commodities, and lack of quality guarantee of cultural products. In view of the above situation, taking the operation strategy of cultural products as the starting point, combining consumer demand and market changes, the author puts forward strategies in the aspects of interest, professionalism and individuation.