Research Internet Marketing in the Epidemic Era: Live-streaming and E-commerce at DouYin Case Study

Citation

Lu, Wei. (2021). Research internet marketing in the epidemic era: Live-streaming and E-commerce at DouYin case study. (Master’s independent study). Bangkok: Siam University.

Abstract

Since the 1990s, the development of China’s e-commerce sector and Internet technologies have consistently evolved. Traditional brick-and-mortar shops have been implementing these new technologies to expand their market and increase sales. As e-commerce has grown, the ability to shop online has been completely integrated into the lives of residents and shows a continual uptrend in development. With the popularization of mobile Internet access, the growth of big data, cloud computing, AI, 5G, and other new technologies, mobility has become accessible on a single device. With the COVID epidemic impact at the end of 2019, the “housing economy” has stagnated nationwide for some time. These combined factors fostered the development of “live broadcasting + e-commerce,” which continues to grow. Current electricity consumption is a leading force, personality groups and consumption habits changed, living habits have been altered, and simple shopping is no longer a norm. Goods presented with additional social influence and popular social values are more likely to attract consumers. This research analyzed research before and after the epidemic, looking closely at the influence of “live broadcasting + e-commerce” on the marketing operations and development of DouYin. This study continued to discuss the impact of goods, combined with the theories of marketing, marketing economics, sociology, psychology, and consumer behavior. The objectives of this research were: 1. To analyze the marketing elements of the live broadcast of goods: population, purchasing power, and purchase motivation; 2. To compare the differences between live streaming with goods and traditional e-commerce due to vast differences in sales volume. Traditional offline store and e-commerce operations are separated by marketing, sales, and one-to-one sales. While live broadcast of goods breaks this sales model, one to many, an anchor or influencer sells products to consumers from a broadcast room, resulting in more business phenomena. 3. The development of the marketing concept in different business development periods is inseparable. Since marketing and sales are separate, product marketing does not determine the outcome of product sales. In the era of 4P marketing-based products and product publicity to the 4C marketing method oriented by customer needs, to the marketing method combination of 7C-10C, the problem is that marketing cannot directly determine the sales volume of products. The marketing methods in the “live broadcasting + e-commerce” era are integrated into the entire sales process. For example, the product sales process of DouYin’s live broadcast of goods is the marketing process of products, and the product marketing process is the sales process. For the first time, the two integrate simultaneously and organically, so this study focused on the role of social media’s 4I’s combination theory marketing in “live + e-commerce” through product pre-heating; the mid-term empathy, scenario-based communication; later, feedback-driven brand promotion. All of this is combined with the qualitative analysis method of the DouYin live broadcast case and the big data analysis method of the marketing factors provided by authoritative authorities. Then, the influence of the marketing method of live streams on consumer behavior and how consumer trust and purchase behavior were reviewed according to the theory of marketing of instance application analysis results in research ideas; 4, To comprehend the discussion of consumer behavior took the position that it is a broad discipline, from economics, sociology, psychology, and other human law analysis phenomenon: herd psychology, herd effect, opinion leaders, trust, hunger marketing, endowment effect, anchor effect, price discrimination, non-physical presence phenomenon.

This study analyzed the interactive marketing theory of live streaming of goods from two aspects: the marketing method of DouYin’s live broadcast of products and the consumption phenomenon that affects consumer behavior. Finally, this study puts forward the shortcomings of available research and the need for further exploration in the future, especially in the post-epidemic era, on the new live streaming and e-commerce marketing tactics and their impact on consumer behavior economics, as well as the imagination of future big data applications in marketing and consumer behavior.

Keywords: opinion leader, Douyin, live streaming, e-commerce, consumer behavior.

Research on the Dynamic Relationships Between RMB Real Effective Exchange Rate and Shanghai Composite Index

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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