外文翻译文献直播经济和直播营销.docx
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外文翻译文献直播经济和直播营销.docx
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外文文献翻译原文及译文文献出处:
BarneyPark.Theresearchoflivebroadcasteconomicandlivebroadcastmarketing[J].TheJournalofMediaEconomics,2017,3
(1):
19-31.
原文
Theresearchoflivebroadcasteconomicandlivebroadcastmarketing
BarneyPark
Abstract
TheInissaidinthebiasoftransmission:
theemergenceofanewmediumwillleadtothegenerationofanewcivilization.Thegenerationoflivebroadcastplatformprovidesthenecessaryfoundationfortheriseoflivebroadcasteconomy.Now,therearemanykindsoflivebroadcastAPP,accordingtothestatistics,therearemorethan100livebroadcastsAPP,whichprovidesaconvenientplatformforthelivebroadcastbroadcast.Itgreatlyspeedsupthedevelopmentofeconomic.Theindustryhavedifferentopinionsforthebroadcastindustry,however,somepeoplethinkthatthisisabubbleeconomy,highheatisonlyashortperiodoftime.Alsosomebodythinkshighlyofthebroadcastindustry,theythinkitistheendwayoutofthecontentmarketing.Livebroadcastisanewformofcontentmarketing,nowlivebroadcasthaslargerdevelopmentspace,althoughlivebroadcastexistssortsofproblemsintheindustry,butlivebroadcastiscurrentlyoneofthemostpopularandeffectivemarketingtool.
Keywords:
Networkbroadcast;Contentmarketing;Marketingmethods
1 Introduction
Livebroadcastaftercontinuouseconomicdevelopment,andgraduallyformedaconsiderablesizeoftheindustry,inthisindustryeveryordinarypersoncanbecomeaproducer,theirlivebroadcastproductionresultsispresentedtothepublic.Thelowthreshold,highheatgotthefavorofmanybrandmarketingform,livebroadcasthasbecomeoneofthemostpopularmarketingtoolatpresent.Characteristicofthenetworkera"after"istheuseof"secondscreen",traditionalmediaandnewmediamixofviewing"multiplewatch",whichasthematerialcarrierof"secondscreen"-mobileterminal,withtheusers,intheformofsubordinatetoTVinthisstage,totheuserformobileusealsomainlypausesinthesocialmediachat,andrefertotheemail.Theriseofonlinevideobroadcast,broketheviewingafixedpattern,usersnotonlyfromthemobileterminalnetworkshortvideoviewingexperience,alsochangethedominanceoftelevision.Onceuponatimepeopleusedmobileterminalmainlyfillforprimetimetelevisioncommercials,andtoday'sbigvideoportalnetworkvideoasthemainbattlegroundoftheuser.
2 Thespringupoflivebroadcasteconomy
2016istheeconomyoftheworldlivebroadcast,livebroadcastisnotanewphenomenon,butthescaleoflivebroadcastisveryrare.Especiallyafteralotofcapitaltoenter,livebroadcasteconomyisdevelopedquicklyandquicklyformedanewindustry.Alargeamountofcapitalintopeoplelivebroadcastistheimportantfactorstopromoteindustrialization,largeamountofinvestmentoftheattention,atthesametimealsofurtherenhancethelivebroadcastentrepreneurialenthusiasmofthemasses.Withthecontinuousdevelopmentoflivebroadcasteconomy,theentertainmentindustryhasalsobeenaffected.Manystarshavealsoappearedinthelivebroadcastaroundtheplatform,easyaccesstoalotofattention.Besides,thereareagroupofhundredhousealsoaddedpeoplelivebroadcast.Theparticipationofpeoplefromallwalksoflifemadelivebroadcasttotheattentionofmoreandhigher,livebroadcastisnotsimpledisplayactivities,suchasbrand,productcommercialfactorsofpeople,livebroadcastbecameoneofthemostpopularmarketingtoolsatpresent.Andaccordingtothedefinitionofcontentmarketing,contentmarketingissimplyenterprisebypublishingavarietyofformsofmediaandcapacity,marketingmeanstostimulateconsumerbehavior,itsvariousforms,andenterpriseindependentbrandtocreateanyformofembodimentofinformationworkcanbereferredtoascontent.Contentistheinformationitself,andhavedifferentformsandcarriers.So,livebroadcastcontentmarketingisundoubtedlyauniqueformofmarketing.
3 Thecharacteristicsofthelivebroadcast3.1Personalfulfillment
AccordingtoMaslow'shierarchyofneedstheory,whenapersonistosatisfythephysiologicalneeds,securityneeds,emotionalandbelongingneedsandrespectneeds,canproduceahigherlayerofurgentdesireforself-realization.Webcelebritywilltheirlivebroadcastsonthelivebroadcastplatform,thepurposeisnaturallywonfansonlookersandcomments.Sotheredanchornettakevariousmethodstoattractmorefans,beforetheycanpreparedelicatemakeuplook,livebroadcastwillalsobeintheprocessofperformingsuchassinginganddancingtalent,hopetogetmorerecognitionandaudiencetofollow.Thecorrespondingtothedrawbacksofthevulgarization,isduetoitslowthreshold,livebroadcastonlineplatformaccess,forordinarypeoplebecome"anchor"andwithouttoomuchlimitation,manylivebroa
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