Analysis of The Problems Existing in Network Live Broadcast

School of Business Administration Baise University, Baise, Guangxi)

Abstract

Internet live broadcast marketing (LBM) is an important form of product exchange in the era of post Covid-2019, and it is the fifth revolution of retail industry characterized by “new retail”. From the process of evolution and development of webcast, this paper systematically analyzes the characteristics of LBM with empirical research methods, as well as imbalance of the input and output of LBM, the “high income but low ability” of the anchors, and suspected false propaganda. This paper is aimed to analyze the specific cases from the perspective of “people, goods and markets” in terms of the unique laws of retail industry, using the traditional “4P” theory of marketing management and the new thinking of marketing 4.0 in the digital era, and to put forward specific suggestions. Meanwhile, this paper will start from the status quo of the most important core element of LBM - anchor talent, and suggests some specific training programs for the improvement of the anchor talent. Based on McKinsey’s China Research Report, this study also analyzes the trend from global supply-chain to regional evolution in the era of post Covid-2019, especially the characteristics of gradually increasing trade interdependence between Southeast Asian countries. It is suggested that colleges and universities should speed up the cultivation of interdisciplinary anchor talents with both “bilingual” skills and marketing knowledge, to promote the development of LBM in Southeast Asian countries. Finally, this study gives specific suggestions on the establishment and improvement of laws and regulations in the live broadcast economy, to call on the attention of the government agencies, and lead the live broadcast economy to the track of sustainable development.