1、外文文獻(xiàn)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(jīng)濟(jì)和直播營(yíng)銷(xiāo)研究Barney Park摘要伊尼斯在傳播的偏向中說(shuō)：“一種新媒介的出現(xiàn)，將會(huì)導(dǎo)致一 種新文明的產(chǎn)生。”直播平臺(tái)的產(chǎn)生為直播經(jīng)濟(jì)的興起提供了必要的 基礎(chǔ)。如今各類(lèi)直播APP很多，據(jù)統(tǒng)計(jì)，與直播相關(guān)的應(yīng)用己經(jīng)超 過(guò)了 100款，這些應(yīng)用為大眾提供了方便

38、快捷的直播平臺(tái)，大大加快 了直播經(jīng)濟(jì)的發(fā)展。然而業(yè)界對(duì)于直播產(chǎn)業(yè)有不同的看法，有人認(rèn)為 這是泡沫經(jīng)濟(jì)，高熱度只是短時(shí)間內(nèi)的現(xiàn)象。也有人對(duì)直播產(chǎn)業(yè)評(píng)價(jià) 很高，認(rèn)為它是內(nèi)容營(yíng)銷(xiāo)的最后一個(gè)出路。直播確實(shí)是一種新形式的 內(nèi)容營(yíng)銷(xiāo)，目前直播還有較大的發(fā)展空間,盡管直播產(chǎn)業(yè)中還存在種種 問(wèn)題，但直播確實(shí)是目前最為熱門(mén)和有效的營(yíng)銷(xiāo)手段之一。關(guān)鍵詞：網(wǎng)絡(luò)直播；內(nèi)容營(yíng)銷(xiāo)；營(yíng)銷(xiāo)方式 1引言直播經(jīng)濟(jì)經(jīng)過(guò)不斷發(fā)展，逐漸形成了一個(gè)頗具規(guī)模的產(chǎn)業(yè)，在這個(gè) 產(chǎn)業(yè)中每個(gè)普通的個(gè)人都能成為一個(gè)生產(chǎn)者，他們的生產(chǎn)成果就是直 播所呈現(xiàn)給大眾的內(nèi)容。這種低門(mén)檻、高熱度的營(yíng)銷(xiāo)形式受到了眾多 品牌的青睞，直播己經(jīng)成了0前最為熱門(mén)的營(yíng)銷(xiāo)手

39、段之一。“后電視 網(wǎng)時(shí)代”的顯著特征是對(duì)“第二屏幕”的使用，傳統(tǒng)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(zhì)載體一移動(dòng)端， 以從屬于電視的方式伴隨著用戶使用，在這個(gè)階段內(nèi)，用戶對(duì)于移動(dòng) 端的使用還主要停留在社交媒體的聊天以及查閱郵件。網(wǎng)絡(luò)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(dòng)端獲得網(wǎng)絡(luò) 短視頻的觀看體驗(yàn)，還改變了電視的主導(dǎo)地位。從前人們使用移動(dòng)端 主要是填補(bǔ)對(duì)于電視節(jié)B插播廣告的黃金時(shí)間，而當(dāng)今各大視頻門(mén)戶 網(wǎng)站把網(wǎng)絡(luò)視頻作為搶占用戶的主要戰(zhàn)場(chǎng)。2直播經(jīng)濟(jì)的興起2016年是直播經(jīng)濟(jì)的天下，直播并不是一個(gè)新鮮的現(xiàn)象，但如此大 規(guī)模的直播十分罕見(jiàn)。特別是在

40、大量資本進(jìn)入之后，直播經(jīng)濟(jì)更是快 速地發(fā)展了起來(lái)，迅速形成了一個(gè)產(chǎn)業(yè)。大量資本的進(jìn)人是直播產(chǎn)業(yè) 化發(fā)展的重要促進(jìn)因素，大量的投資帶來(lái)了業(yè)內(nèi)外關(guān)注的同時(shí)，也進(jìn) 一步提升了大眾直播創(chuàng)業(yè)的熱情。隨著直播經(jīng)濟(jì)的不斷發(fā)展，娛樂(lè)業(yè) 也受到了影響，很多明星也紛紛出現(xiàn)在各地直播平臺(tái)，輕松獲取了大量 關(guān)注。除此之外，還有一批百勸業(yè)家也加人了直播的行列。各界人士 的參與使得直播的關(guān)注度越來(lái)越高，直播己經(jīng)不是簡(jiǎn)單的展示活動(dòng)，隨 著品牌、產(chǎn)品等商業(yè)因素的注人，直播變成了目前最熱門(mén)的營(yíng)銷(xiāo)手段 之一。而根據(jù)內(nèi)容內(nèi)容營(yíng)銷(xiāo)的定義，內(nèi)容營(yíng)銷(xiāo)簡(jiǎn)單來(lái)說(shuō)就是企業(yè)通過(guò) 發(fā)布多種形式的媒體內(nèi)而容，來(lái)激發(fā)消費(fèi)者行為的一種營(yíng)銷(xiāo)手段，其形 式

41、多樣，企業(yè)自主創(chuàng)造的任何形式的體現(xiàn)品牌信息的作品都可以統(tǒng)稱 為內(nèi)容。內(nèi)容是信息本身，且有不同的表現(xiàn)形式和載體。所以，直播營(yíng) 銷(xiāo)毫無(wú)疑問(wèn)是內(nèi)容營(yíng)銷(xiāo)的一種獨(dú)特的形式。3網(wǎng)絡(luò)直播的特點(diǎn) 3.1個(gè)人的自我實(shí)現(xiàn)根據(jù)馬斯洛的需求層次理論，當(dāng)一個(gè)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(shí)，就會(huì)產(chǎn)生更高一層 對(duì)自我實(shí)現(xiàn)的迫切欲望。網(wǎng)紅將自己的生活在直播平臺(tái)上展現(xiàn)出來(lái)， B的自然是贏得粉絲的圍觀與評(píng)論。所以網(wǎng)紅主播們采取各種方法來(lái) 吸引更多粉絲,直播前就準(zhǔn)備好精致的妝容，直播過(guò)程中也會(huì)表演唱歌 跳舞等才藝，希望得到更多受眾的認(rèn)可與追隨。其對(duì)應(yīng)的弊端則是低 俗化，由于網(wǎng)絡(luò)直播平臺(tái)的低門(mén)檻

42、準(zhǔn)入，對(duì)于普通人變“主播”并無(wú)太 大限制，很多直播門(mén)戶網(wǎng)站等只需用戶拿著身份證拍張照片即可滿足 條件，并且對(duì)于成為主播的設(shè)備要求僅僅是一臺(tái)手機(jī)，所以主播們?yōu)榱?在最短時(shí)間內(nèi)博取粉絲關(guān)注,傳播的內(nèi)容也不是很有價(jià)值，有些甚至 是不良信息，這對(duì)網(wǎng)絡(luò)環(huán)境造成了不良影響。3.2直播為營(yíng)銷(xiāo)服務(wù)越來(lái)越多的網(wǎng)紅直播與品牌商積極合作，幫助企業(yè)宣傳并銷(xiāo)售產(chǎn) 品。企業(yè)發(fā)現(xiàn)通過(guò)網(wǎng)紅直播植入的廣告更容易完成商品交易。直播能 與經(jīng)濟(jì)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(shí)現(xiàn)商家、用戶、交易平臺(tái)與品牌在媒介上的無(wú)縫 對(duì)接。對(duì)于品牌而言，贊助網(wǎng)紅直播大大降低了營(yíng)銷(xiāo)成本，并且在提高 交易額的前提下大大增強(qiáng)了品牌知名度。現(xiàn)在，可以看到一些國(guó)際巨 頭品牌己經(jīng)非常快速反應(yīng)過(guò)來(lái)，在直播上投入大量資源。對(duì)于跨國(guó)公 司來(lái)說(shuō)資源非常有限，但能在直