Abstract
With the popularization of mobile Internet and the improvement of streaming media technology, live streaming marketing has become a popular marketing method. In China, live stream marketing helped e-commerce merchants earn more than 100 billion yuan in sales revenue in 2018. This study focuses on analysing the differences in business models of different types of live stream marketing. Using the method of case study, the paper adopts a business model canvas to study the process of value creation, value transfer and value acquisition of anchor-oriented live stream marketing and brand-oriented live stream marketing respectively, and carries out the comparative analysis. The results of the case study summarize and compare the characteristics of the two live stream marketing business models, which makes up for the deficiency of discussion on live broadcast marketing business models in existing studies and provides suggestions regarding how to choose live stream marketing types for e-commerce platform merchants.
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