Ruo Si

China Livestreaming E-commerce Industry Insights (eBook, PDF)

• Format: PDF

Produktbeschreibung

This book analyzes multiple aspects of the Chinese livestreaming e-commerce industry, including its development and evolution, macro environment, market landscape, platforms, streamer structure trends, influencers, production, and explosive marketing methods, MCN operations, risk assessment and policy management. It not only describes the highly developed state of the industry in China and how it has advanced further as a result of COVID lockdowns, but also focuses on the problems of livestreaming e-commerce and proposes solutions and development strategies. Investigating the development trends, the book also discusses how far livestreaming e-commerce can go during the wind-up period. In particular, based on the underlying logic of people, goods and fields, it assesses the streamer structure of universal participation, product selection, goods supply and price setting, exploring the scene marketing methods of pop-up conversion and the strategic layout of the operating platform.

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Produktdetails

• Verlag: Springer Nature Singapore
• Seitenzahl: 105
• Erscheinungstermin: 22. September 2021
• Englisch
• ISBN-13: 9789811653445
• Artikelnr.: 62621094

Autorenporträt

Ruo Si is a tenured Associate Professor at the School of Journalism and Communication, Tsinghua University, China. She holds a PhD from Hong Kong Baptist University, an MA from Tsinghua University, and a BA from Shandong University. Her main research areas are online audiovisual studies, and film and television communication studies. She has led a number of national and provincial projects, including those for institutions like the National Social Science, State Administration of Press, National Ministry of Education and Beijing Academy of Social Sciences. She has published a Chinese version of "Research on Film Industry Systems". She offers a course in film and television management at Tsinghua University.

Inhaltsangabe

The Evolvement of Livestreaming E-Commerce.- Market Overview for Livestreaming E-Commerce.- Methodology of Influencer Marketing in Livestreaming E-Commerce.- Livestreaming E-Commerce Platforms in China: Types and Strategies.- Risks and Future of Livestreaming E-Commerce in China.

Rezensionen

"The key takeaway from the book ... is that anyone, with or without special training, can now be a livestreaming short video host. ... The book provides a rich collection of content using plain language so that everyone can read and understand. It can be either a reference for scholars who study e-commerce or light reading for people who would like to know more about how livestreaming can be used as an e-commerce platform. It is a thoroughly enjoyable read." (Xiannong Meng, Computing Reviews, June 13, 2022)