Probe - Accounting, Auditing and Taxation

Research on Brand Marketing Strategy Under Cross-Border e-Commerce Live Streaming Business Model

Hui Yang

Communication University of China

Hui Wang

Communication University of China

DOI: https://doi.org/10.59429/paat.v5i2.1395

Keywords: E-Commerce Model; Cross-Border Live Streaming; Brand Marketing Strategy

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Abstract

At this stage, with the continuous upgrading of consumption, consumers pay more and more attention to brand and product quality, cross-border e-commerce platforms should also adjust brand marketing strategies according to users' preferences and choices, and combine with the most popular business models at present, so as to improve the influence and popularity of independent brands. Based on this, this paper starts from the current development environment of cross-border e-commerce live streaming to discuss the dilemma and solution strategies of brand live streaming marketing under the e-commerce live streaming business model.

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References

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business model[J]. China Business Review, 2023(02): 37-39