DING Zhiwei, LUO Wanlin, MA Fangfang
Based on the data of Douyin ecommerce livestreaming marketing hosted by county government officials,this article uses the spatial classification,the kernel density,the location quotient,and the method of type partition to analyze the spatial pattern and influencing factors of Douyin livestreaming marketing hosted by county government officials. The results show that: 1) From the perspective of frequency and product types of Douyin livestreaming marketing,county government officials mainly sold the multi-type agricultural products and the proportion of multi-type reached 62.92%. 32.51% Douyin livestreaming marketing hosted by county government officials was about single-type agricultural product,4.57% was about two-type and three-type agricultural products. It had a wide range of agricultural products of Douyin livestreaming marketing in the counties of Hunan,Henan and Shanxi provinces. From the anchor type,the combination of county government official and professional host was the common mode,the combination of county government official and movie star was the least mode. 2) From the active degree of Douyin livestreaming marketing hosted by county government officials,most activities were just a passing fad. In 1138 county-level administrative units,66.87% only hosts one Douyin livestreaming marketing activity,1.05% hosts over four activities. Additionally,in terms of participant numbers,the majority of counties have 1 or 2 officials engaged in sales activities and a small number of counties have 3-5 officials participating in such activities. There were only four counties with more than five officials in livestreaming activities,namely Urad Rear Banner of Inner Mongolia Autonomous Region,Fenxi County of Shanxi,Jingyuan County of Gansu,and Zhongning County in Ningxia Hui Autonomous Region. From the perspective of official rank,there was not much difference in the frequency of participation in livestreaming activities among officials at different ranks,and the rank was not directly related to the degree of participation in livestreaming sales. 3) From the perspective of revenue of livestreaming sales,the overall spatial pattern showed a clustering feature of "two core areas and multiple growth poles",which not only formed two high-level density circles centered around Zhaosu County in Xinjiang Uygur Autonomus Region and Guangshan County in Henan Province,but also distributed several growth poles such as Yunxi County in Hubei Province,Lianhua County in Jiangxi Province,Changtai County in Fujian Province,Anren County in Hunan Province. 4) From the perspective of locational quotient of different types of products,government officials in the counties with national products of geographical indication participated in livestreaming sales activities with higher frequency,better participation enthusiasm and higher economic benefits. However,different types of geographical indication products led to different benefits in livestreaming sales activities. Specifically,government officials in the counties with geographical indication products of fruits and vegetables were more frequently involved in livestreaming sales activities and promoted huge economic benefits,while officials in the counties with grain,oil,livestock and eggs participated in live activities with in a small amount and the driving effect of livestreaming sales was not significant. 5) From the perspective of influencing factors,the main factors were the scale and frequency of livestreaming activities,the number of national products of geographical indication and the educational background of officials. The secondary factors were the level of livestreaming ecommerce,the industrial foundation and the context of internet marketing,and some factors such informatization level,government policy and the level of technological innovation capability did not have significant explanatory power.