1、外文文獻翻譯原文及譯文文南犬出處：Barney Park. The research of live broadcast economic and live broadcast marketing J, The Journal of Media Economics，2017，3(1): 19-31.原文The research of live broadcast economic and live broadcast marketingBarney ParkAbstractThe Inis said in the bias of transmission: the emergence of a

2、 new medium will lead to the generation of a new civilization. The generation of live broadcast platform provides the necessary foundation for the rise of live broadcast economy. Now, there are many kinds of live broadcast APP, according to the statistics, there are more than 100 live broadcasts APP

3、，which provides a convenient platform for the live broadcast broadcast. It greatly speeds up the development of economic. The industry have different opinions for the broadcast industry，however， some people think that this is a bubble economy, high heat is only a short period of time. Also somebody

4、thinks highly of the broadcast industry, they think it is the end way out of the content marketing. Live broadcast is a new form of content marketing，now live broadcast has larger development space, although live broadcast exists sorts of problems in the industry, but live broadcast is currently one

5、 of the most popular and effective marketing tool.Keywords: Network broadcast; Content marketing; Marketing methods1 IntroductionLive broadcast after continuous economic development，and gradually formed a considerable size of the industry, in this industry every ordinary person can become a producer

6、，their live broadcast production results is presented to the public. The low threshold, high heat got the favor of many brand marketing form, live broadcast has become one of the most popular marketing tool at present Characteristic of the network era after” is the use of second screen”，traditional

7、media and new media mix of viewing multiple watch，which as the material carrier of second screen” - mobile terminal, with the users, in the form of subordinate to TV in this stage, to the user for mobile use also mainly pauses in the social media chat, and refer to the email The rise of online video

8、 broadcast, broke the viewing a fixed pattern, users not only from the mobile terminal network short video viewing experience, also change the dominance of television. Once upon a time people used mobile terminal mainly fill for prime time television commercials, and todays big video portal network

9、video as the main battleground of the user2 The spring up of live broadcast economy2016 is the economy of the world live broadcast, live broadcast is not a new phenomenon, but the scale of live broadcast is very rare.Especially after a lot of capital to enter, live broadcast economy is developed qui

10、ckly and quickly formed a new industry. A large amount of capital into people live broadcast is the important factors to promote industrialization，large amount of investment of the attention，at the same time also further enhance the live broadcast entrepreneurial enthusiasm of the masses. With the c

11、ontinuous development of live broadcast economy, the entertainment industry has also been affected. Many stars have also appeared in the live broadcast around the platform, easy access to a lot of attention. Besides，there are a group of hundred house also added people live broadcast. The participati

12、on of people from all walks of life made live broadcast to the attention of more and higher, live broadcast is not simple display activities, such as brand, product commercial factors of people, live broadcast became one of the most popular marketing tools at present. And according to the definition

13、 of content marketing, content marketing is simply enterprise by publishing a variety of forms of media and capacity, marketing means to stimulate consumer behavior，its various forms, and enterprise independent brand to create any form of embodiment of information work can be referred to as content.

14、 Content is the information itself, and have different forms and carriers. So，live broadcast content marketing is undoubtedly a unique form of marketing.3 The characteristics of the live broadcast 3.1 Personal fulfillmentAccording to Maslows hierarchy of needs theory，when a person is to satisfy the

15、physiological needs，security needs, emotional and belonging needs and respect needs, can produce a higher layer of urgent desire for self-realization. Web celebrity will their live broadcasts on the live broadcast platform, the purpose is naturally won fans onlookers and comments. So the red anchor

16、net take various methods to attract more fans, before they can prepare delicate makeup look, live broadcast will also be in the process of performing such as singing and dancing talent, hope to get more recognition and audience to follow. The corresponding to the drawbacks of the vulgarization, is d

17、ue to its low threshold, live broadcast online platform access，for ordinary people become anchor丨 and without too much limitation, many live broadcast portal, etc by the user with a photo id card can meet the conditions, and to become the host device that is just a phone, so had to in the shortest p

18、ossible time to gain fans attention，the spread of the content is not very valuable，some even bad information, this caused a bad influence on the network environment. 3.2 live broadcast services for marketingMore and more web celebrity live broadcasts with brands actively, help enterprises to promote

19、 and sell products- Companies find through the web celebrity live broadcast implanted advertising more easily finish commodity trading. Live broadcast can be linked to the economy is largely due to live broadcast with the height of the characteristics ofconcentration this is the first time business，

20、users, trading platform and brand in the medium of seamless docking. For the brand, sponsored red live broadcast greatly reduces the cost of marketing network, and on the premise of improving turnover greatly enhance the brand awareness- Now, you can see some big international brand has been very qu

21、ick to react, live broadcast in devote lots of resources. Resource is very limited for multinational companies, but to live broadcast in such a very novel media resources form do tilt，predictable then there will be more and more local brands or electrical goods brand grab traffic on the track，now a

22、lot of brands directly via live broadcast to sell goods.4 Web celebrity, content，and live broadcastBefore just understand media understand content marketing environment, but now a lot of marketing and brand party into a sense of Anxiety State, do not know their own understanding of the technical lan

23、guage to what extent，and dont know what the marketing trend of future development，everybody panic when broadcast suddenly appeared. Now, you can see some big international brand has been very quick to react, live broadcast in devote lots of resources. Resource is very limited for multinational compa

24、nies, but to live broadcast in such a very novel media resources form do tilt, predictable then there will be more and more local brands or electrical goods brand grab traffic on the track, now a lot of brands directly via live broadcast to sell goods.Net speak aboutred, here red is mainly broadcast

25、 live broadcast by mobile phone network. They are based on the mobile Internet era of the new product, the mainstream of mobile Internet users is mainly after 90.Consumption ability bubble of young people a lot of time on the phone, and they also have different understanding on consumption. First, s

26、hopping is mainly based on the requirements before, now many young people shopping are not based on functional requirements. Second, from before want to buy the products to the final purchase decision process is very long, now has a large number of shopping website, circle of friends and Wechat busi

27、ness， shopping is an instant thing, consumption path is very short. Third, in the era of mobile Internet，we pay more attention to in the process of shopping，chat mood，including customer service，circle of friends to recommend，these will affect the user shopping decisions- Fourth， shopping value ratio

28、 and functional before，now many people buy things more important the added value of products, such as Adidas running shoes before, the first popular are big fans of small scale, they follow is the spirit behind this pair of shoes, which means that they actually recognition of small circle is more im

29、portant than public recognition. The influence of web celebrity envelops changed now.5 The opinion leaders in the core of minoritiesSome people say that mobile phone has become an extension of human organs, this kind of phenomenon in people watching livebroadcast more obvious. Some people donft unde

30、rstand why people like to see a red bed，makeup，no why，theyre very happy in this process，and there is nothing special deep meaning. Why do people like to watch live broadcast，because live broadcast group that have to do enough，and live broadcast the threshold is very low, can interact in a timely man

31、ner. We have been saying, look from the culture condition, live broadcast closely related to the pulse of the cultural reality to a certain extent. Many live broadcast reds may represent a kind of subculture, this culture is the mainstream, but these people in their circles is absolute opinion leade

32、rs， they form one circle in this way, each layers may have very high threshold. They do live broadcast, their fans must understand what they said，do, they do not speak fans also very understand why they dont talk， this is the subculture groups a very has the characteristics of the phenomenon, it has

33、 formed its own logic. So, if your brand is a niche brand，want to detonated by niche marketing points，be sure to find the niche envelops the opinion leaders in the core. We think relative to platform，which are more important，people can be on multiple platforms， but not everyone can well interpret th

34、e marketing point of the brand. We found that when the need to express brand through web celebrity want to say, things become very difficult, and need professional team to do. Agency services，the role of is to split net red out, give them in-depth processing, have to be very clear red can do their o

35、wn nets, in which platform can do, this is the advantage of agency services. About the web celebrity live broadcast，there are the following several points: the product itself is the communication of medium and user It needs to be regard as a medium of communication. It is very important to make frie

36、nds with net red and establish long-term relations with web celebrity. They are the media and customers- Making friends with the user and establish a trust relationship needs to spend time to operate. Live broadcast is the starting point of marketing. The final transaction is the result. We suggeste

37、d that the forward-looking brand need to invest on the content, sensation and team of live broadcast marketing. Building up the integral atmosphere and do more try.譯文直播經濟和直播營銷研究Barney Park摘要伊尼斯在傳播的偏向中說：“一種新媒介的出現，將會導致一 種新文明的產生?！敝辈テ脚_的產生為直播經濟的興起提供了必要的 基礎。如今各類直播APP很多，據統計，與直播相關的應用己經超 過了 100款，這些應用為大眾提供了方便

38、快捷的直播平臺，大大加快 了直播經濟的發展。然而業界對于直播產業有不同的看法，有人認為 這是泡沫經濟，高熱度只是短時間內的現象。也有人對直播產業評價 很高，認為它是內容營銷的最后一個出路。直播確實是一種新形式的 內容營銷，目前直播還有較大的發展空間,盡管直播產業中還存在種種 問題，但直播確實是目前最為熱門和有效的營銷手段之一。關鍵詞：網絡直播；內容營銷；營銷方式 1引言直播經濟經過不斷發展，逐漸形成了一個頗具規模的產業，在這個 產業中每個普通的個人都能成為一個生產者，他們的生產成果就是直 播所呈現給大眾的內容。這種低門檻、高熱度的營銷形式受到了眾多 品牌的青睞，直播己經成了0前最為熱門的營銷手

39、段之一?！昂箅娨?網時代”的顯著特征是對“第二屏幕”的使用，傳統媒體與新媒體混 合收視的“多元觀看”，其中作為“第二屏幕”的物質載體一移動端， 以從屬于電視的方式伴隨著用戶使用，在這個階段內，用戶對于移動 端的使用還主要停留在社交媒體的聊天以及查閱郵件。網絡視頻直播 的興起則打破了這一固定的收視格局，用戶不僅僅從移動端獲得網絡 短視頻的觀看體驗，還改變了電視的主導地位。從前人們使用移動端 主要是填補對于電視節B插播廣告的黃金時間，而當今各大視頻門戶 網站把網絡視頻作為搶占用戶的主要戰場。2直播經濟的興起2016年是直播經濟的天下，直播并不是一個新鮮的現象，但如此大 規模的直播十分罕見。特別是在

40、大量資本進入之后，直播經濟更是快 速地發展了起來，迅速形成了一個產業。大量資本的進人是直播產業 化發展的重要促進因素，大量的投資帶來了業內外關注的同時，也進 一步提升了大眾直播創業的熱情。隨著直播經濟的不斷發展，娛樂業 也受到了影響，很多明星也紛紛出現在各地直播平臺，輕松獲取了大量 關注。除此之外，還有一批百勸業家也加人了直播的行列。各界人士 的參與使得直播的關注度越來越高，直播己經不是簡單的展示活動，隨 著品牌、產品等商業因素的注人，直播變成了目前最熱門的營銷手段 之一。而根據內容內容營銷的定義，內容營銷簡單來說就是企業通過 發布多種形式的媒體內而容，來激發消費者行為的一種營銷手段，其形 式

41、多樣，企業自主創造的任何形式的體現品牌信息的作品都可以統稱 為內容。內容是信息本身，且有不同的表現形式和載體。所以，直播營 銷毫無疑問是內容營銷的一種獨特的形式。3網絡直播的特點 3.1個人的自我實現根據馬斯洛的需求層次理論，當一個人滿足了生理上的需要、安 全的需要、情感和歸屬的需要以及尊重的需要時，就會產生更高一層 對自我實現的迫切欲望。網紅將自己的生活在直播平臺上展現出來， B的自然是贏得粉絲的圍觀與評論。所以網紅主播們采取各種方法來 吸引更多粉絲,直播前就準備好精致的妝容，直播過程中也會表演唱歌 跳舞等才藝，希望得到更多受眾的認可與追隨。其對應的弊端則是低 俗化，由于網絡直播平臺的低門檻

42、準入，對于普通人變“主播”并無太 大限制，很多直播門戶網站等只需用戶拿著身份證拍張照片即可滿足 條件，并且對于成為主播的設備要求僅僅是一臺手機，所以主播們為了 在最短時間內博取粉絲關注,傳播的內容也不是很有價值，有些甚至 是不良信息，這對網絡環境造成了不良影響。3.2直播為營銷服務越來越多的網紅直播與品牌商積極合作，幫助企業宣傳并銷售產 品。企業發現通過網紅直播植入的廣告更容易完成商品交易。直播能 與經濟掛鉤很大程度上是源于直播所具有的高度的“注意力集中”的 特性，這也是首次實現商家、用戶、交易平臺與品牌在媒介上的無縫 對接。對于品牌而言，贊助網紅直播大大降低了營銷成本，并且在提高 交易額的前提下大大增強了品牌知名度?，F在，可以看到一些國際巨 頭品牌己經非常快速反應過來，在直播上投入大量資源。對于跨國公 司來說資源非常有限，但能在直