The Interpretation Of Consumer Culture Of Maternal And Child Electronic Commerce Platform

As a new branch of e-commerce,the popularity of the maternal and child e-commerce platform keeps expanding.The supports from macro policy and capital market lays a solid foundation for the development of maternal and child e-commerce platform,in the mean time,the enormous demand of maternity and child products stimulates the diversification of service scopes of this platform.Maternal and child e-commerce platform is both a place for business activities and a media for cultural transmission.It serves not only to diffuse lifestyles and consumption concepts,but also cultivate consumption habits,provide comfortable consumption environments and create profits.In the process of its transfusion activities,the details of consumption culture are revealed in all forms.On the basis of current research on the consumption culture of maternal and child e-commerce platform,and with this platform's features and development background,this paper takes a culture perspective and tries to analysis the problems raised in cultural transmission activities of this platform,so as to ensure a positive effect of the culture activities,instead of a negative one.This paper is divided into five sections.The first section analyzes the consumption society and consumption culture.Starting from the definition of consumption culture,it interprets the changes of consumption culture on e-commerce platforms against the backdrop of new media era.This section also lists the current situations and their reasons of maternal and child e-commerce platform in the consumption society,so as to build up the background for the research in this paper.The second section,from the perspective of consumption culture transmission,analyzes the subject and object in the process of transmission.It takes the successful e-commerce platform-Mia Baby as the subject of study and tries to conclude the transmission pattern of Mia Baby's consumption culture.The third section,through analyzing the example of Mia Baby and on the basis of related theories,concludes the consumption culture transmission phenomenon that arises on this maternal and child e-commerce platform in three different respects of pictorial symbol,content symbol and symbol proliferation.The fourth section is the thinking of consumption culture of maternal and child e-commerce platform,with the purpose of discussing the new consumption culture trends displayed by this e-commerce platform and summarizing the consumption culture's influences on behaviors of maternal and child products customers.The last section concludes the current situations and problems of maternal and child e-commerce platform,and offers reasonable suggestions and norms from the perspectives of consumption subjects,culture media and related political policies.