Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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The Study of Marketing Strategy of Live Streaming Studios

In the Case of Li Jiaqi’s Studio

Authors
Yinuo Cai1, *, †, Shuyu Zhang2, †, Yi Zhao3, †
1Economy, Syracuse University, New York, 13244, United States
2Cultural and Technology, Xi’an Jiaotong-Liverpool University, SuZhou, 215000, China
3Tourism and Hotel Management, Sun Yat-sen University, Guangzhou, 510000, China
†

These authors contributed equally.

*Corresponding author. Email:shuyu.zhang19@student.xjtlu.edu.cn
Corresponding Author
Yinuo Cai
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.166How to use a DOI?
Keywords
Live Streaming Studio; Marketing Strategy; Internet Celebrity; Broadcast
Abstract

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.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.166
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.166How to use a DOI?
Copyright
© 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

risenwbib
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  -