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The sales channels of the traditional market must be sold to the middle-selling distributors, wholesalers and distributors in the traditional market by the most upstream raw material manufacturers and importers in the supply chain, and then sold to local retailers and finally sold to consumption. Later, with the advent of the Internet, the Internet brought different purchase methods to customers, satisfying the immediate needs of customers who can shop anywhere, and thus, the traditional sales channel has been seriously impacted. In recent years, the rapid development of technology has brought about the rapid development of the Internet, which has made network marketing and social marketing highly valued. Nowadays, the rapid advancement of mobile devices has made an unprecedented sales method. Quickly picked up, immediately became the new darling of major companies - live broadcast.
Live broadcast not only shortens the distance between people, but also quickly delivers consumer comments on the Internet, let streamer can rapid information exchange. The emergence of live broadcasts let traditional channel to make the transition. For example, hardware store, night market, and so on. In the past three years, there have been many examples of companies or ordinary people proved live broadcasts is productive. For example, Xiaomi, Alibaba, and so on. This study hopes to compare the advantages and disadvantages of traditional channels with live broadcasts and find innovative business models.
The interviewees of this study were staff of various departments of Company X. After interviewing the personnel of various departments, this research will first analyze and summarize its advantages and disadvantages with the innovative nine-square grid pattern with its traditional channel management strategy, and finally integrate an innovative business model that is completely different from the traditional channel. As a reference for the operation direction of Company X, and to the best of its ability, it can expand its business scale and increase profitability.
Keywords:Live broadcast, business model, innovation, internet marketing, co-creation marketing
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