The Impact of Live Streaming Marketing on Corporate Financial Performance under the Influencer Economy: A Case Study of Dongfang Zhenxuan

Feng Xiao; Junshuo Yang; Jiang Qin; Yi Hou

doi:10.6981/FEM.202510_6(10).0003

Authors

Feng Xiao
Junshuo Yang
Jiang Qin
Yi Hou

DOI:

https://doi.org/10.6981/FEM.202510_6(10).0003

Keywords:

Dongfang Zhenxuan; Financial Performance; Live - Streaming Marketing; Influencer Economy.

Abstract

With the continuous development of the influencer economy driven by the Internet era, it has become a new marketing paradigm for enterprises to promote products through live streaming. This study focuses on the live - streaming e - commerce field and selects Dongfang Zhenxuan, a highly representative live - streaming marketing enterprise under New Oriental, as the research object. It deeply deconstructs the mechanism and transmission channels through which this new marketing paradigm of live - streaming marketing affects corporate financial performance. Through in - depth analysis, it is found that live - streaming marketing constructs an immersive live - streaming scenario and utilizes the strong interactive properties of live - streaming hosts, forming an accelerator for users' consumption decision - making and driving an exponential increase in transaction conversion efficiency. This model mainly reconstructs the corporate value evaluation system through lightweight asset allocation, making light - asset elements such as knowledge - based IP and community resources key variables in the capital market pricing. At the same time, the influencer economy also has the characteristic of a fragile ecological chain. That is, the strong correlation between core hosts and brand value leads to a structural imbalance in the enterprise's risk - resistance ability, and the market valuation system is vulnerable to the negative disturbances caused by the flow of key talents. Based on these issues, this paper specifically proposes suggestions such as cultivating talent echelons in a gradient manner, intelligently transforming the supply chain, and flexibly reshaping the organizational structure. These suggestions provide theoretical basis and practical guidance for enterprises to build a dynamic balance model between traffic operation and stable development and achieve sustainable growth.

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