The article takes the popular live streaming market in Linyi City as the research object. Based on the “new live streaming holy land” of Linyi and the “first city of live streaming e-commerce” of Hangzhou, using survey questionnaires and comparative analysis methods, by benchmarking the success factors of popular live streaming marketing in Hangzhou City, it is found that there are still many problems in the current digital economy background of Linyi City in terms of anchor’s own literacy, government incentive mechanisms, and city reputation, which affect the further development of popular live streaming marketing in Linyi City. Finally, effective countermeasures and suggestions are proposed for the development status of the region, which is of great significance for helping the Linyi City government understand the development status of online celebrity live streaming e-commerce and adjust management strategies.