Comparative Analysis of Online and Offline Modes of Thangkas Selling

DOI

10.2991/aebmr.k.220405.303How to use a DOI?

Keywords

Nonverbal Communication; Intercultural Communication; Live Streaming Selling; Thangkas

Abstract

Recently, selling products through live-streaming is a new approach for marketing. However, not all the industries gain benefit from such form. This paper aims at Thangkas, which is both an artistic and religious objects category in Tibetan culture. Similar to the barrier of cultural differences, marketing also faces the challenge from intercultural communication. By comparing and analyzing the major differences of live-streaming and traditional physical stores ways of selling Thangkas as well as utilizing concepts from intercultural and nonverbal communication, this paper attributes the main reasons of the failure of Xizang Duizhuang Culture Development Co., Ltd (Duizhuang) to the lack of nonverbal interaction with the audience during live-streaming sessions, and it also claims that Thangkas industry cannot deviate from the traditional physical store selling mode. In fact, the traditional offline mode of Thangkas selling grasps the asset of nonverbal message during the interaction between seller and customers, and it enables the actualization of fluency within intercultural communication.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Lingran Xie
PY  - 2022
DA  - 2022/04/29
TI  - Comparative Analysis of Online and Offline Modes of Thangkas Selling
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1809
EP  - 1814
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.303
DO  - 10.2991/aebmr.k.220405.303
ID  - Xie2022
ER  -