SHS Web Conf.
Volume 155, 20232022 2nd International Conference on Social Development and Media Communication (SDMC 2022)
|Number of page(s)
|Media Communication and Analysis of Social Hot News
|12 January 2023
Research on the brand building of rural e-commerce live streaming under the background of rural revitalization
School of Journalism and Communication, Zhengzhou University, ZhengZhou, China
* Corresponding author: email@example.com
Driven by the rural revitalization strategy, rural e-commerce live streaming has developed rapidly in the past two years, and the differentiated development trend of e-commerce live broadcast brand building has become more and more obvious. This paper takes some cases of rural e-commerce to live streaming brand building on Kuaishou, Douyin and other platforms as the research object, and finds that the lack of professional talents, insecure product quality and service, weak scene construction, and poor marketing and publicity effect are the main problems hindering the construction of rural e-commerce live broadcast brand.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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