Research On The Mother Baby Brand Communication Of The Live Network Platform

With the return of mobile network live broadcasting from blowout development to the current stable situation,the network live broadcasting industry gradually focuses on the development of high-quality content and refined operation.More and more mother and child enterprises pay attention to the unique advantages of deep interaction and wide spread of live marketing,hoping to narrow the distance between brand and audience and improve user stickiness through live broadcasting.Therefore,many mother and child enterprises begin to use the live broadcast platform as a springboard to expand market awareness and huge potential.The mother and child brand marketing competition among the major live broadcast platforms is becoming increasingly fierce.Under the current situation,how to organically combine the advantages of live broadcast with the needs of mother baby brand communication is an important issue that every mother baby enterprise should consider when using live broadcast for brand communication.In the live broadcast market,the combination of mother and baby enterprises and live broadcast has gone through the development from "embryo period","newborn period" and "learning period" to the current "growth period".Live + e-commerce "," live + interactive marketing "," live + content marketing"and" live + on demand "are the common live broadcast modes of mother and baby brands.According to the theory of AISAS,under the specific live + mode,the mother and child users form certain cognition to the brand after watching the live content,or generate favorable feeling for the brand and search for relevant information,generate certain consumption behavior after determining the brand quality reputation,obtain the use experience and generate feedback,and the whole process constitutes the basic communication model of the mother and child brand live.Based on the use and satisfaction theory,a questionnaire survey of mother and child users was designed,and the analytic hierarchy process was used to analyze the audience of mother and child live broadcast.It was found that among the factors affecting the effect of mother and child live broadcast,the influence of platform was the most significant,followed by the content of live broadcast,the personality of the anchor and the promotion form.As the network mother and child live broadcasting industry is still a new industry,any new industry has certain development defects and drawbacks,so at this stage,there are still many problems in the network live broadcasting industry ofmother and child brand,such as single choice of live broadcasting platform,low involvement of users and uneven quality of content,which need to be solved.On the basis of the comprehensive survey results,combined with the existing problems of mother baby live broadcast,and taking several successful cases of mother baby brands such as Wyeth and Mead Johnson as the starting point,this paper puts forward suggestions for mother baby live broadcast,such as focusing on the selection of live broadcast platform,improving the positioning of user needs,precise positioning of the anchor,layout and construction of content ecology,and integration of direct broadcast promotion forms,so as to facilitate the healthy and sustainable development of mother baby live broadcast,and also hopes that Mother and baby brands provide some reference and suggestions for live network activities.Finally,the future development trend of mother baby live broadcast is considered.In the future,"live + mode" will continue to be the mainstream mode of mother baby information communication,improve the convenience of purchasing channels,and combine intelligent technology to disseminate mother baby content will become the future development trend of mother baby brand live broadcast.