The Study of Marketing Strategy of Live Streaming Studios
In the Case of Li Jiaqi’s Studio
These authors contributed equally.
- 10.2991/assehr.k.211209.166How to use a DOI?
- Live Streaming Studio; Marketing Strategy; Internet Celebrity; Broadcast
The live streaming industry has been developing rapidly in recent years worldwide with the technological support of more and more online platforms and applications. This paper takes special interest in the industry and focuses on its marketing strategies in Li Jiaqi’s live streaming studio. The paper mainly uses secondary resources and data collections, apply the case study as primary approach to make a deep analysis about how these live streaming studios work and how they can draw so much attention and attract customers to make tremendous trading volumes. After consulting many scholars’ researches in this particular field, the team get a relatively comprehensive understanding of the industry and attempt to build a framework consisting of four important aspects, namely the staff, the decoration of the live streaming studio, the procedure of the studio, and the language use of the anchors. According to our observations and research, Li Jiaqi’s studio is very representative and successful in these four aspects. We think our research and findings can undoubtedly be used as references for future study in this field and can provide valuable perspectives for the front-line workers in the live streaming industry.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yinuo Cai AU - Shuyu Zhang AU - Yi Zhao PY - 2021 DA - 2021/12/15 TI - The Study of Marketing Strategy of Live Streaming Studios BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 1020 EP - 1026 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.166 DO - 10.2991/assehr.k.211209.166 ID - Cai2021 ER -