The Marketing Strategy of Live Broadcast Based on Consumer Psychology

Abstract

With the advent of the information age and the popularization of the Internet, the number of netizens is increasing year by year. People are becoming enthusiastic about online shopping. Diversified live broadcast content and types of live broadcast in various ways have gradually formed the development characteristics of interactive network platforms and semi-fragmented viewing, which is in line with contemporary people's pursuit of convenience and efficiency. This article will start from the consumer psychology of the broadcast room. Based on the analysis of three common consumer psychology -- seeking cheap, seeking convenience, following the crowd, this paper analyzes the marketing strategies corresponding to these three psychologies in the broadcast room -- promotion strategy, innovative live broadcast strategy, anchor positioning strategy. There are potential problems behind these marketing strategies. While attracting consumers to consume for them, consumers' rights and interests should be protected to avoid them falling into the traps of these strategies. Cheap commodities need strict control of commodity quality, online shopping in broadcast rooms need to eliminate security risks, consumer psychology needs to correctly guide rational shopping. This paper will describe the countermeasures to be taken to these problems.