美妆品牌“荔树”抖音直播营销策略分析.docx

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美妆品牌“荔树”抖音直播营销策略分析

摘要

近年来，人们从电商时代跨入了电商直播时代，消费结构和消费方式也随之发生变化，电商直播不仅便利了消费者的购物方式，也给各行各业带来了更多的新兴就业机会，拓宽了商家销售渠道。抖音直播的出现可以说是一场消费市场的升级改革，在这一变革中，美妆行业受到了巨大的冲击和影响，传统的美妆品牌营销方式已经不适用于当前的市场发展需要，探讨如何通过改进营销策略来获取市场份额，提高直播营销经济效益，对于促进品牌的发展，提高企业竞争力水平，避免被市场所淘汰具有重要价值和意义。

关键词：“荔树”美妆品牌；抖音直播；营销策略

BeautybrandLishuTiktoklivemarketingstrategyanalysis

Abstract

Inrecentyears,peoplehaveenteredtheeraofe-commercelivebroadcastingfromtheeraofe-commerce,andtheconsumptionstructureandconsumptionmodehavealsochanged.E-commercelivebroadcastingnotonlyfacilitatestheshoppingmethodsofconsumers,butalsobringsmorenewemploymentopportunitiestoallwalksoflifeandbroadensthesaleschannelsofmerchants.Theemergenceofe-commercelivestreamingcanbesaidtobeanupgradeandreformoftheconsumermarket,inwhichthebeautyindustryhasbeengreatlyimpactedandaffected.Traditionalbeautybrandmarketingmethodsarenolongersuitableforthecurrentmarketdevelopmentneeds.Toexplorehowtoimprovemarketingstrategiestogainmarketshareandimprovetheeconomicbenefitsoflivestreamingmarketing,itisimportanttopromotethedevelopmentofbrands.Itisofgreatvalueandsignificancetoimprovethecompetitivenessofenterprisesandavoidbeingeliminatedbythemarket.TakingLishubeautybrandasanexample,thispaperanalyzestheshortcomingsofthebrandinlivemarketingandputsforwardoptimizationsuggestionsandmeasures,hopingthatthisstudycanprovidevaluablesuggestionsforthedevelopmentofLishubeautybrandinlivemarketing,andcanalsoserveasacasestudyforotherbeautybrands.

Keywords:Lishubeautybrand;Tiktoklive;Marketingstrategy

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目录

TOC\o1-3\h\u

24032摘要 I

156Abstract II

53551引言 1

297741.1研究背景 1

26571.2研究意义 1

204461.3国内外研究现状 2

150971.3.1国外研究现状 2

38131.3.2国内研究现状 2

152591.4研究方法 3

172712相关理论基础 3

111592.1抖音直播概念 3

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