Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 3rd International Conference on Business and Policy Studies
Series Vol. 71 , 18 January 2024
Open
Access | Article
Marketing Strategies for A New Platform for Livestreaming Marketing-A Case Study of East Buy Holding Limited
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Abstract
In recent years, with the rise of the digital economy, various innovative marketing models have flourished in agricultural sales. Live-streaming e-commerce has become a mainstream trend, fuelling the rapid growth of rural e-commerce. Among them, New Oriental, a leading company in the education industry, has launched a live e-commerce platform for agricultural products, "Oriental Selection", to achieve transformation. Based on the theory of the 5c marketing model, this paper takes the East Buy Holding Limited(EBHL) platform as a research case study. The study concludes that the e-tailing industry of agricultural products has been developing rapidly. Under the support of rural revitalisation and other policies, e-commerce marketing breaks through the shackles of traditional agricultural product sales, directly faces the majority of consumers, obtains a broader consumer market, and promotes farmers' income and industrial structure transformation. In this paper, by analysing the advantages of the EBHL platform marketing model, the author found that the platform mainly has the benefits of live users, live scenes, anchor team, product selection and sentiment. However, the EBHL platform marketing model exists in the selection of quality is not easy to control, small scale, and other issues. This paper focuses on these phenomena and summarises the innovative initiatives in the platform's e-commerce marketing. Moreover, this paper proposes to expand the platform sales layout, increase brand marketing, optimise the industrial chain and other suggestions. The research in this paper can provide a reference for the e-commerce marketing of similar agricultural products.
Keywords
East Buy Holding Limited, Live Streaming Bandwagon, Marketing Model
References
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Data Availability
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-281-7
- ISBN (Online)
- 978-1-83558-282-4
- Published Date
- 18 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/71/20241446
- Copyright
- 18 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited