Research on the Pricing Strategy of Beauty Products in the Context of E-Commerce Live Broadcast

With the development of the Internet, e-commerce live streaming has become a new development point of the online economy. The beauty industry has also grown rapidly in recent years and accounts for a large proportion of the e-commerce economy. In e-commerce live streaming, pricing strategy is an important means of marketing. After reviewing previous research, the authors found that few people had analyzed the live-streaming pricing strategies in the beauty industry today. In this study, this article will take the beauty industry as an example, use literature review and questionnaire methods to analyze the factors that affect pricing strategies in e-commerce live streaming and the impact of the pricing strategy of beauty cosmetics products on consumers' purchase decisions in e-commerce live broadcasts.