关键词: 网红, 直播带货, 品牌价值共创, 营销机制

Abstract: Benefiting from the innovative development of digital technology and services,various domestic live broadcast apps and live broadcast portal websites have emerged,and online celebrity live broadcast marketing has also emerged.Based on the brand value co-creation perspective,this paper studies the mechanism of online celebrity live broadcast marketing,and believe that the online celebrity live broadcast marketing is a multi-brand value co-creation interactive behavior under the participation of consumers,and it reshapes the value of consumer brand experience.Consumers mainly co-create value with the personal brand of the influencer,the product(service)brand for sale,and the brand of the live broadcast platform.The personal brand of the influencer plays the role of the brand value link and effectively links all parties.Information flow and logistics have played an important supporting role.Consumer brand preference determines the way for all parties to create brand value in online celebrity live broadcast marketing.When consumers prefer online celebrity personal brands,the live content marketing should be focused on and the consumer emotional experience should be attached importance to.When consumers prefer product brands for sale,the brand community marketing should be focused on and consumer product experience should be paid more attention.When consumers prefer to bring goods platform brands,the brand e-commerce marketing should be focused on and the consumer shopping experience should be attached great importance to.

Key words: online celebrity, live broadcast marketing, brand value co-creation, marketing mechanism