考虑稀缺效应和消费者类型的制造商直播销售策略研究-豆柴文库

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考虑稀缺效应和消费者类型的制造商直播销售策略研究
Title:AStudyonManufacturerLivestreamingSalesStrategiesconsideringtheScarcityEffectandConsumerTypes
Abstract:
Theemergenceoflivestreaminghasrevolutionizedthewaymanufacturersengagewithconsumersandselltheirproducts.Thisstudyaimstoinvestigatetheeffectivenessoflivestreamingsalesstrategiesemployedbymanufacturers,focusingontheimpactofscarcityeffectandconsumertypes.Throughananalysisofexistingliteratureandempiricalevidence,thispaperprovidesinsightsintohowmanufacturerscanleveragelivestreamingplatformstoenhanceconsumerengagementanddrivesales.
Introduction:
Livestreaminghasbecomeasignificantmarketingtoolformanufacturersseekingtoreachandengagewiththeirtargetaudience.Withthegrowingpopularityoflivestreamingplatforms,suchasTikTok,Douyin,andInstagram,manufacturersareincreasinglyincorporatinglivestreamingintotheirsalesstrategies.Thispaperexaminestheroleoftwofactors,scarcityeffectandconsumertypes,indeterminingthesuccessofmanufacturerlivestreamingsalesstrategies.
ScarcityEffect:
Thescarcityeffectsuggeststhatconsumersperceivescarceproductsasmorevaluable,leadingtoincreaseddemandandwillingnesstopurchase.Manufacturerscanemployvarioustacticstocreateasenseofscarcityduringlivestreamingsalesevents.Limitededitionproducts,time-limiteddiscounts,exclusiveoffers,andlimitedstockannouncementsaresomestrategiesthatcanevokethescarcityeffect.Byleveragingthispsychologicalphenomenon,manufacturerscangenerateasenseofurgencyandFOMO(fearofmissingout)amongconsumers,drivingsales.
ConsumerTypes:
Understandingconsumertypesiscrucialformanufacturerstotailortheirlivestreamingsalesstrategieseffectively.Differentconsumersegmentshavevaryingpreferencesandmotivations,andtherefore,requirecustomizedapproaches.Thispapercategorizesconsumersintothreemaintypes:price-orientedconsumers,value-orientedconsumers,andexperience-orientedconsumers.
1.Price-OrientedConsumers:
Price-orientedconsumersareprimarilydrivenbythedesireforthebestdealandthelowestprice.Forthissegment,manufacturerscanutilizelivestreamingtoem