Research On Taobao Live Strategy Based On Female Consumer Groups

Relying on the rapid development of the Internet,online shopping,as the most"fashionable" way of consumption,has entered thousands of households.With the emancipation of women's mind and the continuous development of civilization,women are more respected and their consumption needs are more satisfied.With the increasing purchasing power of women,women have gradually become the main body of consumption.The number of users of Taobao live,which is the largest broadcast e-commerce live platform of China,has reached 400 million,of which the number of female consumer groups accounts for more than 80%of the total number of users,becoming the absolute main force and core force in consumption.At the same time,the communication strategy for female consumer groups has also begun to deepen and improve.Different from the traditional media,Taobao live has undergone great changes and development in the form of expression,presentation,entry angle,marketing strategy,etc.which better reflects the characteristics of differentiation and personalization.Based on the perspective of female consumer groups,this paper aims to provide reference strategies for the benign development of Taobao live,and to better meet the needs of female consumers while the communication effect continues to improve.The focus is to analyze the characteristics of the Taobao live room of Chen Jie KIKI,summarize and sort out the current status of Taobao live,issue questionnaire to the female consumers in the "Chen Jie KIKI"Taobao live studio,and conduct applied research on the "Chen Jie KIKI" live show in the second half of 2019,and conduct a deep visit to senior users simultaneously.Through the analysis of the collected data and information,the general conclusion is drawn.The main problems are:the lack of information communication,which is reflected in the aspects of "one side prompt",the homogenization of information dissemination and the hasty information exchange;The second is the impulsive consumption carnival,which forms the female impulsive consumption and the "return wave" after the carnival;the third is the weak social operation foundation;the fourth is the urgent need to improve the technical equipment;fifth,the quality of goods and after-sales service need to be improved.This article combines consumerism theory,spectacle society theory and communication macro-effect theory to study female consumption in Taobao live,focus on social development and technical changes to start thinking,put forward the promotion strategy of Taobao live.First of all,in terms of improving information communication strategy,we need to strengthen the"two sides of information" prompt,Enhancing the personalization of information spreading,the deepen of interactive mode of information should be paid attention to;second,in terms of creating high-quality content,we need to develop from word-of-mouth marketing,innovative marketing,focus marketing and other aspects;and in order to further optimize women's shopping experience,we must pay more attention to emotional needs and deepen communication Finally,in terms of providing personalized customization,we can provide matching consumption,accelerate new product development and enrich promotion means.In addition,the main way to focus on the future is to develop social operation and improve technical support ability,and strive to promote the rationalization of female consumer groups,so as to reduce the negative effects of Taobao live platform.