Study Of Female Consumption Behavior Pattern Based On Social Media Platform

With the increasingly open of the modern society and the continuous economic development in China, the status of women has been gradually improved. They play an important role in financial control, other family members’ household consumption, and the whole family financial decision. As the large number of Internet users are women, they have showed the enthusiasm on online shopping. Based on the data of China Internet Information Center, women has already been the main force of the online shopping. In addition, released by the pew research center survey data also showed that the proportion of women using social media more than the male; Frequency of use and in social media activity is higher; In the social media App on a mobile device users are women more, it shows that the women’s enthusiasm for social media is quite strong.The rapid development of Internet and social media provides new forms for people’s daily living consumption, also cultivates the new trend of consumption. Among them, social media has an important influence on consumer’s behavior. As more and more female consumers access to the social media market, which makes the study of female consumer’s consumption behavior in social media becomes an important new subject.Through the analysis of female consumer’s consumption behavior in social media platform, three new features can be concluded: easier to inspire the willing to shop and highly addictive,consumer behavior in tribal distribution, the star effect and recommendation of celebrity is remarkable. Based on the analysis from the perspective of communication, the characteristics of this new change arise from the push of the social media communication mode, the transformation of the consumer behavior pattern and the function of opinion leader. In the end, provide enterprises and brand marketers with the social media marketing strategy which aim at female consumers and bases on their change of consumer behavior characteristics. The implementation of customer segmentation management, optimizing the user experience and mobile terminal function, strengthen the interactivity with the customer, and use fan effect for word-of-mouth marketing, will offer a new idea for enterprises and brand marketers in the intense market competition, which also has reference significance to some extent.