Business and Economics Journal

Department of Marketing, Kamiak High School, Washington, United States

Publications

• Research Article   
  Marketing Mix Applied to a New Generation Business: A Case Study of Audio Livestream in China
  Author(s): Elina Chang*
  
  Today, the online entertainment service industry has provided a huge business opportunity for people around the world, especially attracting many young people who have little capital but wish to start their first business online. In this research study, the author utilized her own online business experience to explore how a business operates on an entertainment service platform. McCarthy’s 4P marketing mix is applied in this paper to contribute to a better understanding of product, price, place, and promotion in an audio livestream business. An online live concert hall operated by the researcher is the analysis subject in this study. Based on the 4P marketing mix analysis on this subject, the study outcome with some practical marketing strategies might be beneficial to entrepreneurs seeking to develop a successful online business... Read More»
  DOI: 10.37421/2151-6219.2021.12.371

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