Feasibility of European Live Streaming Market / Shaoyang HU / 2024

Titre : Feasibility of European Live Streaming Market Type de document : Mémoire Auteurs : Shaoyang HU, Auteur Année de publication : 2024 Importance : 55 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management COMMERCE ELECTRONIQUE ; CONSOMMATION ; COMMUNICATION PAR L'IMAGE Résumé : In China, the huge success of live streaming is rooted in consumers' initial familiarity with this emerging consumption model in 2017. Later, it benefited from a complete monetization model, highly popular smartphone usage and an efficient logistics system. Cooperation between Chinese e-commerce giants and relevant regulations issued by the Chinese government have also become driving factors. In Europe, live streaming faces multiple challenges, including consumer shopping habits and cultural differences, cross-border transactions and logistics, consumer acceptance, e-commerce regulations, high return rates and its impact on the real economy. However, the compatibility of European culture and live streaming, the mature e-commerce market, cooperation between enterprises, and the mutual transformation between Europe's diversified brands and consumers are all its important advantages. Drawing on China's experience, Europe can begin to strengthen cross-border logistics cooperation, formulate live streaming strategies based on consumer needs, improve laws and regulations, and learn from mature live streaming models to promote better development of the European live streaming model. Programme : Tema Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=602267