Research On Marketing Communication Strategy Of E-commerce Shopping Festival And Female Consumption Behavior

Nowadays,Internet technology is rapidly developing and mobile payment is popular,online shopping has become an indispensable consumption method in modern people's lives.Since 2009,the e-commerce platform has launched the e-commerce shopping festival marketing approach to attract more consumers to participate in online shopping.The survey data shows that female consumers are the main force in participating in the e-commerce shopping festival,directly promoting the rapid development of the e-commerce industry.Therefore,in-depth study of female consumption behavior,and propose appropriate marketing strategy for e-commerce shopping festival for female consumption behavior,has important significance for the development of e-commerce.In the basic research,this paper makes an in-depth analysis of female consumer behavior,and draws the characteristics of female behaviors such as herd consumption behavior,impulsive consumption behavior,comparative behavior,and pursuit of detail-seeking consumption behavior.According to the analysis of the marketing communication strategy based on female consumption behavior in the e-commerce shopping festival,it is concluded that the e-commerce platform mainly attracts female consumers through different types of promotion methods and propaganda methods of different media channels.At the same time,the interview investigation and questionnaire survey method were used to conduct a practical research on the relationship between the marketing communication strategy of the 2018 Double Eleventh Shopping Festival and the female consumption behavior,and concluded that the female consumption behavior occurred under the influence of the e-commerce shopping festival.The changes and the marketing communication strategies of the ecommerce shopping festival have a communication effect on women.Through the above investigation and research,it is proposed that E-commerce Shopping Festival should make further breakthroughs to attract more female consumers through seven aspects: expanding communication channels,integrating online and offline activities,carefully selecting opinion leaders,accurate marketing positioning,festival brand shaping,high quality of communication content and meticulous service.This paper holds that this is the future development direction of marketing communication strategy of e-commerce shopping festival,hoping to provide some reference for the development of e-commerce.