ABSTRACT With the rapid development of the Internet industry and the constantly
changing means of information dissemination, the rise of various platform softwares has
spawned a "celebrity economy", and major e-commerce platforms have also turned their
focus to "celebrity live broadcasting" . The "e-commerce + live broadcast" model not only
has a low threshold and low cost, but also has a very high GMV conversion rate. As a new
type of communication method, online live broadcast has gradually become a tool for
Internet celebrities to obtain traffic, fame, and monetization With its unique immediacy
and strong interactivity, it closely links the influencers of the celebrities with the fans and
audiences, and also allows consumers to feel a stronger shopping experience and presence
through watching live broadcasts, which enhances consumers' hearts. Purchase desires and
wishes.
However, while Internet celebrity live broadcast brings convenience to people, there
are also many problems and defects in its live broadcast content and form. For example:
Internet celebrities have caused false propaganda under the trend of interest; in order to
receive more advertisements, there is a loophole in which the product selection is not strict;
for sales and performance, regardless of the quality of the product; even after-sales service
Not perfect enough, etc.
This article will introduce the form of online celebrity live broadcast in detail, study
its monetization mode, and will use "Li Jiaqi Live" as a case to analyze, study his
monetization mode and existing problems, and propose effective solutions and solutions to
these problems and defects. Strategies to promote the positive, positive and benign
development of Li Jiaqi's live broadcast.
Keywords net red，webcast，monetize，e-commerce，strategy
