摘要
我国网络直播行业近年来呈现出高速发展态势,内容和形式日益多元,生产和传播逐渐规范,行业整体趋于成熟。通过对网络直播核心用户群体开展问卷调查,从纵、横两个维度系统描述网络直播用户的内容消费行为现状和需求偏好,并对网络直播在内容生产-主播打造-互动设计-传播推广-购物转化全流程各环节的运营策略提出了针对性建议。
In recent years,China's webcast industry has shown a trend of rapid development,with increasingly diversified contents and forms,standardized production and dissemination,and mature industry as a whole.This article surveys the core user groups of live webcast by questionnaire,gives a systematic description of the live webcast user status and demand preference from both vertical and horizontal dimensions,and puts forward corresponding proposals on the operating strategies in every link of the whole process,such as content production,anchor making,interaction design,promotion and shopping transformation.
作者
李子
LI Zi(School of Humanities and Communication,Guangdong University of Finance and Economics,Guangzhou 510320,Guangdong,China)
出处
《岭南师范学院学报》
2022年第5期91-99,共9页
Journal of Lingnan Normal University
关键词
网络直播
内容消费
运营策略
webcast
content consumption
operating strategy
