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Academic Journal of Business & Management, 2023, 5(10); doi: 10.25236/AJBM.2023.051024.

Research on Marketing Strategy of Webcast under the Background of Digital Economy


Sicheng Zhou

Corresponding Author:
Sicheng Zhou

Business School of Hunan Industry Polytechnic, Changsha, Hunan, 410021, China


Under the background of digital economy, the new e-business live delivery mode has played a certain role in promoting the domestic consumption level and the national economy, and the new mode has also created new opportunities for the growth of traditional e-business. Webcast refers to a mobile, multi-media, pan-entertainment and highly interactive two-way communication process that relies on the Internet and mobile Internet, conforms to the habits of users in the fragmented era, and integrates words, pictures, voices and videos. Digital technologies represented by big data, cloud computing and artificial intelligence are infiltrating into the field of live e-business at an increasing speed, making its development more intelligent and suitable for users' needs. Its purpose is to meet users' needs of expression, communication, display and sharing more intuitively and stereoscopically. Brand-new consumption scenes, a wider audience and more adequate real-time communication have further improved marketing efficiency and reduced marketing costs. This article analyzes the problems and risks existing in the growth of webcasting marketing industry, and puts forward some ideas and countermeasures to promote the growth of webcasting marketing.


Digital economy; Online live streaming; Marketing strategy

Cite This Paper

Sicheng Zhou. Research on Marketing Strategy of Webcast under the Background of Digital Economy. Academic Journal of Business & Management (2023) Vol. 5, Issue 10: 156-159. https://doi.org/10.25236/AJBM.2023.051024.


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