Anlaysis On E-commerce Content Marketing Strategy

With the mobile-side traffic bonus mode,the e-commerce oligopoly competition pattern is initially established.In the case that mobile e-commerce spending habits have been cultivated,the marginal effect of the traditional promotional gameplay decreases and the competition for traffic is upgraded to a new phase.Taobao platform to 25-29 years old as the main audience,according to Ali Taobao Institute data show that the new generation of users to pursue personalized,fashion trend,the higher the quality of consumer demand,consumer upgrading has become an inevitable trend.Second,in the era of explosive growth of information,users' attention is extremely limited,and the cost of acquiring,operating and transforming traffic is getting higher and higher.In the content community Xiao Hong Shu,Mushroom Street,the beautiful saying that the development of e-commerce and rapid,"content is king" era,high-quality content as the e-commerce platform to drain the end,allowing users to stay longer on the platform and reach.Second,the success of the network red pattern gives a revelation,based on the content of the scene of interest,can effectively aggregate the crowd,stimulate purchase intention.When content becomes a carrier of traffic,new traffic entrances for e-commerce have been added,extending the boundaries of e-commerce.To interest as a starting point to the content as a carrier to electricity supplier sales as the end,the formation of the electricity supplier + content model.Social e-commerce,live broadcast,VR,020 and other scenes related to shopping and big data applications become a driving force for the development of mobile shopping a new growth point.This paper studies the whole contents layout of Taobao from a macro level,analyzes the closed-loop mode of mobile Taobao from content production to content marketing,draws out Taobao's content channel setting through scene,based on big data algorithm push mechanism and daily operation experience,To meet the individual needs,valuable content,that is,at the right time,to the right people,pushing the right content,to achieve the"human yard" of unity.Secondly,from the aspect of media convergence,this paper analyzes the features of the pictures,broadcasts and videos in Taobao station and analyzes the content features of various types of media in Taobao station by using 5W theory.Furthermore,from the perspective of content value chain,Marketing model for the e-commerce platform,brand owners and users of the value and significance;Finally,by combing the disadvantages of Taobao content marketing,Taobao content for the future development of content marketing to provide some advice.