Marketing Strategy During the Pandemic: A Study of Chinese Live Streaming E-commerce Based on Taobao Live

Abstract

With the outbreak of COVID-19 in 2020, many companies were forced to change their traditional marketing strategies to survive, while the live streaming E-commerce strategy stood out owing to its numerous advantages. On the premise of the success of the live streaming E-commerce strategy, this paper established a linear regression model by randomly selecting 80 participants to conduct a questionnaire. The experimental results showed that annual salary, exposure rate, watch frequency and recommendation rate were positively correlated with consumers' purchase frequency. Therefore, during the post-pandemic era, companies could focus on the optimization of these aspects to better use the live streaming E-commerce strategy and achieve success.