The Research On Word Of Mouth On The Female Network Community

With the rapid development of e-commerce and network marketing, the "BeautyEconomy" which is predominantly based on female consumption has become thefocus of network competition. Female group, as a natural main consumption, occupyhalf sky of the network. The mania of word-of-mouth sharing in their consumptionand the commercial development of female community platform provide a newopportunity to the word of mouth communication. However, online word of mouthcommunication with the purpose of marketing has subverted the significance oftraditional ones. A redefinition of word of mouse is of great significance under thenew communication form.Under the new social marketing model, the word of mouth communication whichis based on the network community platform is a "double-edged sword". Through theresearch of15female network communities, it can be found that it is not o nly easierto stimulate the word of mouth but also more accurate for the word of mouthinformation which is put on the market and more prominent for the value of the brandpropaganda. Community word of mouth stimulates the consuming spree underBeauty Economy and triggers the viral diffusion effects；However, it also producesa negative influence on the orderly propagation of community information, theestablishment of community trust mechanism and the const ruction of communityculture at the same time. It is specifically performed on the transformation of opinionleader’s role, the out-of-order diffusion of word of mouth communication, the risk ofbrand, etc. These problems not only restrict the effectivenes s and long-termdevelopment of the community word of mouth communication, but also have badimpacts on the community, the audience and the brand. So it is necessary to proposeoptimization suggestions from the propagation mechanism.Female network community is a complex communication ecosystem, and themain participation body of community word of mouth is also presenting a variety ofidentities: This paper, which is based on the problems that exists in female networkcommunity word of mouth communication, makes this three elements includingcommunity platform, community content and community users as driving factors ofword of mouth communication optimization and puts forward the optimizationstrategy. In the optimization of the community platform, it rebuil ds the communitytrust by introducing social network form, Location Based Services (LBS), social e-commerce and other interactive mode and combining with their characteristics. Inthe optimization of the community content, it can safeguard the quality of w ord ofmouth through issued word of mouth regulations, boycott of dishonest network publicrelations services, establishment of the word of mouth information supervisionmechanism, etc. All the activities in the community should make "Female Center" asthe criteria, a djust community function to fit the female users’ appeal and createinteractive form of multi-level to meet female community experience. Finally,through the case analysis in practice, it verifies that in the word of mouth planning ofabiding by the propagation law of word of mouth the female network community hasunique advantages for the brand publicity.