China livestreaming e-commerce industry insights / Ruo Si.
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 poli...
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| Main Author: | |
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| Format: | Ebook |
| Language: | English |
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Singapore :
Palgrave Macmillan,
[2021]
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| Series: | Palgrave pivot.
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| Subjects: | |
| Online Access: | Springer Humanities and Social Science eBook Collection 2021 English/International |
| Summary: | 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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| Physical Description: | 1 online resource : illustrations (chiefly colour). |
| ISBN: | 9811653437 9789811653438 9811653445 9789811653445 |