China Livestreaming e-Commerce Industry Insights:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Singapore
Springer Singapore Pte. Limited
2021
|
| Schlagworte: | |
| Online-Zugang: | HWR01 |
| Beschreibung: | 1 Online-Ressource (121 Seiten) |
| ISBN: | 9789811653445 |
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| 505 | 8 | |a Intro -- Preface -- Contents -- List of Figures -- List of Tables -- Author Profile -- Research Interests -- Educational Background -- Working Experience -- Current Courses -- Service -- Publications -- Journal Articles -- Current Research Grants -- Works of Art -- Honors and Rewards -- Introduction -- 1 The Evolvement of Livestreaming E-Commerce -- 1 The Antecedent: Television Home Shopping -- 1.1 The Rise of Television Home Shopping -- 1.2 The Leading Networks in the Chinese Television Shopping Industry -- 2 From Television Home Shopping to Livestreaming E-Commerce -- 2.1 Age and Region Structures -- 2.2 Traditional and Scenarised Marketing Models -- 2.3 Host Performance: from Exaggerated to Humanised -- 2.4 Supply Chain: from Monotonous and Disordering to Flexible and Intelligent -- 3 Short Video's Rising: The Dawn of Livestream E-Commerce -- 3.1 Influencers of the First Generation: IP Incubation and Traffic Accumulation -- 3.2 The Swift Expansion of Short Videos -- 3.2.1 Short Videos' Charms: Realistic Interaction, Free Performance and Collective Identity -- 3.2.2 Short Videos in E-Commerce: Competition for Social Attention Resources -- 3.3 Short Video Value Extension: Effective Marketing and E-Commerce Closed Loop -- 2 Market Overview for Livestreaming E-Commerce -- 1 Technical Environment -- 2 Social Environment -- 3 Government Policies and Regulations -- 3.1 Livestreaming E-Commerce: A New Engine for Urban Development -- 3.2 Segmentation and Standardisation of Government Regulations -- 3.3 Merchants, Hosts, Platforms, Users: Definitions, Rights and Obligations -- 4 Overview of China's Livestreaming E-Commerce Market -- 3 Methodology of Influencer Marketing in Livestreaming E-Commerce -- 1 The Phenomenal Hosts -- 1.1 The Decline of Celebrity-Centred Marketing Coupled with the Matthew Effect -- 2 Host-Audience Interaction | |
| 505 | 8 | |a 2.1 Preheating before Livestreaming: Unbolt the Door for Massive Traffic -- 2.2 Host's Self-Empowerment: The Shining Personas -- 2.3 Interactive Entertainment: A Stress-Relieving Revelry -- 3 Creating Hit Products -- 3.1 Acquaintance-Based Promotion: Hosts in the Two-Step Flow -- 3.2 The Balance between High Quality and Low Price -- 4 Sense of Immersion -- 4.1 The blend of Scene and Experience: Product's Symbolic Value -- 4.2 Platform Empowerment and Resource Preference -- 4 Livestreaming E-Commerce Platforms in China: Types and Strategies -- 1 Industrial Chain of Livestreaming E-Commerce -- 1.1 Taobao Live -- 1.2 Kwai -- 2 Strategy Principles of Main Livestream Platforms -- 2.1 Taobao Live: Cross-Level Incentive and Cloud Markets -- 2.2 Buy Together: Diversified Product Layout -- 2.3 JD: Forming a Hierarchy -- 2.4 TikTok: Better Monetisation and On-Platform Store Upgrades -- 2.5 Kwai: Self-Sufficiency and Cross-Platform Reciprocity -- 2.6 Red: The B2K2C Closed-Loop and Brand-Based Livestreams -- 3 Case Analysis -- 3.1 Qianxun Group: The MCN Agency Behind Viya -- 3.2 Zhihu: Q& -- A Jumping in Livestreaming E-Commerce -- 3.3 Chinese TV Stations' Multi-Path Exploration of Livestreaming E-Commerce -- 5 Risks and Future of Livestreaming E-Commerce in China -- 1 Industrial Risk Assessment and Possible Solutions -- 1.1 Risk Analysis of Hosts -- 1.2 Legal Relationships Between MCN Agencies and Livestream Hosts -- 1.3 Risk Analysis of Product Selection -- 2 Future of Livestreaming E-Commerce in the Post-Pandemic Era -- 2.1 Supply Chain Upgrade Accelerating Industry Standardisation -- 2.2 Development in Coordination with More Industries -- 2.3 Professional Backgrounds of Diversified Hosts -- 2.4 Long Tail Effect Boosting the Market -- 2.5 Digital Operation Management for Consumers' Needs -- Conclusion | |
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| contents | Intro -- Preface -- Contents -- List of Figures -- List of Tables -- Author Profile -- Research Interests -- Educational Background -- Working Experience -- Current Courses -- Service -- Publications -- Journal Articles -- Current Research Grants -- Works of Art -- Honors and Rewards -- Introduction -- 1 The Evolvement of Livestreaming E-Commerce -- 1 The Antecedent: Television Home Shopping -- 1.1 The Rise of Television Home Shopping -- 1.2 The Leading Networks in the Chinese Television Shopping Industry -- 2 From Television Home Shopping to Livestreaming E-Commerce -- 2.1 Age and Region Structures -- 2.2 Traditional and Scenarised Marketing Models -- 2.3 Host Performance: from Exaggerated to Humanised -- 2.4 Supply Chain: from Monotonous and Disordering to Flexible and Intelligent -- 3 Short Video's Rising: The Dawn of Livestream E-Commerce -- 3.1 Influencers of the First Generation: IP Incubation and Traffic Accumulation -- 3.2 The Swift Expansion of Short Videos -- 3.2.1 Short Videos' Charms: Realistic Interaction, Free Performance and Collective Identity -- 3.2.2 Short Videos in E-Commerce: Competition for Social Attention Resources -- 3.3 Short Video Value Extension: Effective Marketing and E-Commerce Closed Loop -- 2 Market Overview for Livestreaming E-Commerce -- 1 Technical Environment -- 2 Social Environment -- 3 Government Policies and Regulations -- 3.1 Livestreaming E-Commerce: A New Engine for Urban Development -- 3.2 Segmentation and Standardisation of Government Regulations -- 3.3 Merchants, Hosts, Platforms, Users: Definitions, Rights and Obligations -- 4 Overview of China's Livestreaming E-Commerce Market -- 3 Methodology of Influencer Marketing in Livestreaming E-Commerce -- 1 The Phenomenal Hosts -- 1.1 The Decline of Celebrity-Centred Marketing Coupled with the Matthew Effect -- 2 Host-Audience Interaction 2.1 Preheating before Livestreaming: Unbolt the Door for Massive Traffic -- 2.2 Host's Self-Empowerment: The Shining Personas -- 2.3 Interactive Entertainment: A Stress-Relieving Revelry -- 3 Creating Hit Products -- 3.1 Acquaintance-Based Promotion: Hosts in the Two-Step Flow -- 3.2 The Balance between High Quality and Low Price -- 4 Sense of Immersion -- 4.1 The blend of Scene and Experience: Product's Symbolic Value -- 4.2 Platform Empowerment and Resource Preference -- 4 Livestreaming E-Commerce Platforms in China: Types and Strategies -- 1 Industrial Chain of Livestreaming E-Commerce -- 1.1 Taobao Live -- 1.2 Kwai -- 2 Strategy Principles of Main Livestream Platforms -- 2.1 Taobao Live: Cross-Level Incentive and Cloud Markets -- 2.2 Buy Together: Diversified Product Layout -- 2.3 JD: Forming a Hierarchy -- 2.4 TikTok: Better Monetisation and On-Platform Store Upgrades -- 2.5 Kwai: Self-Sufficiency and Cross-Platform Reciprocity -- 2.6 Red: The B2K2C Closed-Loop and Brand-Based Livestreams -- 3 Case Analysis -- 3.1 Qianxun Group: The MCN Agency Behind Viya -- 3.2 Zhihu: Q& -- A Jumping in Livestreaming E-Commerce -- 3.3 Chinese TV Stations' Multi-Path Exploration of Livestreaming E-Commerce -- 5 Risks and Future of Livestreaming E-Commerce in China -- 1 Industrial Risk Assessment and Possible Solutions -- 1.1 Risk Analysis of Hosts -- 1.2 Legal Relationships Between MCN Agencies and Livestream Hosts -- 1.3 Risk Analysis of Product Selection -- 2 Future of Livestreaming E-Commerce in the Post-Pandemic Era -- 2.1 Supply Chain Upgrade Accelerating Industry Standardisation -- 2.2 Development in Coordination with More Industries -- 2.3 Professional Backgrounds of Diversified Hosts -- 2.4 Long Tail Effect Boosting the Market -- 2.5 Digital Operation Management for Consumers' Needs -- Conclusion |
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| id | DE-604.BV048523346 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T20:50:26Z |
| indexdate | 2024-07-10T09:40:30Z |
| institution | BVB |
| isbn | 9789811653445 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033900194 |
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| physical | 1 Online-Ressource (121 Seiten) |
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| publishDate | 2021 |
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| spelling | Si, Ruo Verfasser aut China Livestreaming e-Commerce Industry Insights Singapore Springer Singapore Pte. Limited 2021 ©2021 1 Online-Ressource (121 Seiten) txt rdacontent c rdamedia cr rdacarrier Intro -- Preface -- Contents -- List of Figures -- List of Tables -- Author Profile -- Research Interests -- Educational Background -- Working Experience -- Current Courses -- Service -- Publications -- Journal Articles -- Current Research Grants -- Works of Art -- Honors and Rewards -- Introduction -- 1 The Evolvement of Livestreaming E-Commerce -- 1 The Antecedent: Television Home Shopping -- 1.1 The Rise of Television Home Shopping -- 1.2 The Leading Networks in the Chinese Television Shopping Industry -- 2 From Television Home Shopping to Livestreaming E-Commerce -- 2.1 Age and Region Structures -- 2.2 Traditional and Scenarised Marketing Models -- 2.3 Host Performance: from Exaggerated to Humanised -- 2.4 Supply Chain: from Monotonous and Disordering to Flexible and Intelligent -- 3 Short Video's Rising: The Dawn of Livestream E-Commerce -- 3.1 Influencers of the First Generation: IP Incubation and Traffic Accumulation -- 3.2 The Swift Expansion of Short Videos -- 3.2.1 Short Videos' Charms: Realistic Interaction, Free Performance and Collective Identity -- 3.2.2 Short Videos in E-Commerce: Competition for Social Attention Resources -- 3.3 Short Video Value Extension: Effective Marketing and E-Commerce Closed Loop -- 2 Market Overview for Livestreaming E-Commerce -- 1 Technical Environment -- 2 Social Environment -- 3 Government Policies and Regulations -- 3.1 Livestreaming E-Commerce: A New Engine for Urban Development -- 3.2 Segmentation and Standardisation of Government Regulations -- 3.3 Merchants, Hosts, Platforms, Users: Definitions, Rights and Obligations -- 4 Overview of China's Livestreaming E-Commerce Market -- 3 Methodology of Influencer Marketing in Livestreaming E-Commerce -- 1 The Phenomenal Hosts -- 1.1 The Decline of Celebrity-Centred Marketing Coupled with the Matthew Effect -- 2 Host-Audience Interaction 2.1 Preheating before Livestreaming: Unbolt the Door for Massive Traffic -- 2.2 Host's Self-Empowerment: The Shining Personas -- 2.3 Interactive Entertainment: A Stress-Relieving Revelry -- 3 Creating Hit Products -- 3.1 Acquaintance-Based Promotion: Hosts in the Two-Step Flow -- 3.2 The Balance between High Quality and Low Price -- 4 Sense of Immersion -- 4.1 The blend of Scene and Experience: Product's Symbolic Value -- 4.2 Platform Empowerment and Resource Preference -- 4 Livestreaming E-Commerce Platforms in China: Types and Strategies -- 1 Industrial Chain of Livestreaming E-Commerce -- 1.1 Taobao Live -- 1.2 Kwai -- 2 Strategy Principles of Main Livestream Platforms -- 2.1 Taobao Live: Cross-Level Incentive and Cloud Markets -- 2.2 Buy Together: Diversified Product Layout -- 2.3 JD: Forming a Hierarchy -- 2.4 TikTok: Better Monetisation and On-Platform Store Upgrades -- 2.5 Kwai: Self-Sufficiency and Cross-Platform Reciprocity -- 2.6 Red: The B2K2C Closed-Loop and Brand-Based Livestreams -- 3 Case Analysis -- 3.1 Qianxun Group: The MCN Agency Behind Viya -- 3.2 Zhihu: Q& -- A Jumping in Livestreaming E-Commerce -- 3.3 Chinese TV Stations' Multi-Path Exploration of Livestreaming E-Commerce -- 5 Risks and Future of Livestreaming E-Commerce in China -- 1 Industrial Risk Assessment and Possible Solutions -- 1.1 Risk Analysis of Hosts -- 1.2 Legal Relationships Between MCN Agencies and Livestream Hosts -- 1.3 Risk Analysis of Product Selection -- 2 Future of Livestreaming E-Commerce in the Post-Pandemic Era -- 2.1 Supply Chain Upgrade Accelerating Industry Standardisation -- 2.2 Development in Coordination with More Industries -- 2.3 Professional Backgrounds of Diversified Hosts -- 2.4 Long Tail Effect Boosting the Market -- 2.5 Digital Operation Management for Consumers' Needs -- Conclusion Streaming video-Economic aspects-China Electronic commerce-China Electronic books Erscheint auch als Druck-Ausgabe Si, Ruo China Livestreaming e-Commerce Industry Insights Singapore : Springer Singapore Pte. Limited,c2021 9789811653438 |
| spellingShingle | Si, Ruo China Livestreaming e-Commerce Industry Insights Intro -- Preface -- Contents -- List of Figures -- List of Tables -- Author Profile -- Research Interests -- Educational Background -- Working Experience -- Current Courses -- Service -- Publications -- Journal Articles -- Current Research Grants -- Works of Art -- Honors and Rewards -- Introduction -- 1 The Evolvement of Livestreaming E-Commerce -- 1 The Antecedent: Television Home Shopping -- 1.1 The Rise of Television Home Shopping -- 1.2 The Leading Networks in the Chinese Television Shopping Industry -- 2 From Television Home Shopping to Livestreaming E-Commerce -- 2.1 Age and Region Structures -- 2.2 Traditional and Scenarised Marketing Models -- 2.3 Host Performance: from Exaggerated to Humanised -- 2.4 Supply Chain: from Monotonous and Disordering to Flexible and Intelligent -- 3 Short Video's Rising: The Dawn of Livestream E-Commerce -- 3.1 Influencers of the First Generation: IP Incubation and Traffic Accumulation -- 3.2 The Swift Expansion of Short Videos -- 3.2.1 Short Videos' Charms: Realistic Interaction, Free Performance and Collective Identity -- 3.2.2 Short Videos in E-Commerce: Competition for Social Attention Resources -- 3.3 Short Video Value Extension: Effective Marketing and E-Commerce Closed Loop -- 2 Market Overview for Livestreaming E-Commerce -- 1 Technical Environment -- 2 Social Environment -- 3 Government Policies and Regulations -- 3.1 Livestreaming E-Commerce: A New Engine for Urban Development -- 3.2 Segmentation and Standardisation of Government Regulations -- 3.3 Merchants, Hosts, Platforms, Users: Definitions, Rights and Obligations -- 4 Overview of China's Livestreaming E-Commerce Market -- 3 Methodology of Influencer Marketing in Livestreaming E-Commerce -- 1 The Phenomenal Hosts -- 1.1 The Decline of Celebrity-Centred Marketing Coupled with the Matthew Effect -- 2 Host-Audience Interaction 2.1 Preheating before Livestreaming: Unbolt the Door for Massive Traffic -- 2.2 Host's Self-Empowerment: The Shining Personas -- 2.3 Interactive Entertainment: A Stress-Relieving Revelry -- 3 Creating Hit Products -- 3.1 Acquaintance-Based Promotion: Hosts in the Two-Step Flow -- 3.2 The Balance between High Quality and Low Price -- 4 Sense of Immersion -- 4.1 The blend of Scene and Experience: Product's Symbolic Value -- 4.2 Platform Empowerment and Resource Preference -- 4 Livestreaming E-Commerce Platforms in China: Types and Strategies -- 1 Industrial Chain of Livestreaming E-Commerce -- 1.1 Taobao Live -- 1.2 Kwai -- 2 Strategy Principles of Main Livestream Platforms -- 2.1 Taobao Live: Cross-Level Incentive and Cloud Markets -- 2.2 Buy Together: Diversified Product Layout -- 2.3 JD: Forming a Hierarchy -- 2.4 TikTok: Better Monetisation and On-Platform Store Upgrades -- 2.5 Kwai: Self-Sufficiency and Cross-Platform Reciprocity -- 2.6 Red: The B2K2C Closed-Loop and Brand-Based Livestreams -- 3 Case Analysis -- 3.1 Qianxun Group: The MCN Agency Behind Viya -- 3.2 Zhihu: Q& -- A Jumping in Livestreaming E-Commerce -- 3.3 Chinese TV Stations' Multi-Path Exploration of Livestreaming E-Commerce -- 5 Risks and Future of Livestreaming E-Commerce in China -- 1 Industrial Risk Assessment and Possible Solutions -- 1.1 Risk Analysis of Hosts -- 1.2 Legal Relationships Between MCN Agencies and Livestream Hosts -- 1.3 Risk Analysis of Product Selection -- 2 Future of Livestreaming E-Commerce in the Post-Pandemic Era -- 2.1 Supply Chain Upgrade Accelerating Industry Standardisation -- 2.2 Development in Coordination with More Industries -- 2.3 Professional Backgrounds of Diversified Hosts -- 2.4 Long Tail Effect Boosting the Market -- 2.5 Digital Operation Management for Consumers' Needs -- Conclusion Streaming video-Economic aspects-China Electronic commerce-China |
| title | China Livestreaming e-Commerce Industry Insights |
| title_auth | China Livestreaming e-Commerce Industry Insights |
| title_exact_search | China Livestreaming e-Commerce Industry Insights |
| title_exact_search_txtP | China Livestreaming e-Commerce Industry Insights |
| title_full | China Livestreaming e-Commerce Industry Insights |
| title_fullStr | China Livestreaming e-Commerce Industry Insights |
| title_full_unstemmed | China Livestreaming e-Commerce Industry Insights |
| title_short | China Livestreaming e-Commerce Industry Insights |
| title_sort | china livestreaming e commerce industry insights |
| topic | Streaming video-Economic aspects-China Electronic commerce-China |
| topic_facet | Streaming video-Economic aspects-China Electronic commerce-China |
| work_keys_str_mv | AT siruo chinalivestreamingecommerceindustryinsights |