Research Of Group Buying Mode On Microblog KOL

In the trend of socialization of e-commerce,the era of group buying in social marketing has arrived,and a unique group buying mode---microblog KOL(Key Opinion Leader)has formed.This new consumption mode has formed a certain scale,which changes the traditional e-commerce market.This research takes group buying blogger in microblog as the research center to conduct a comprehensive and in-depth interdisciplinary exploration of microblog KOL group buying mode.As a new online shopping mode,microblog group buying is initiated by the leader of KOL,main consumers are the group members and fans,and main promoters are internet businesses.microblog KOL group buying is a kind of operation mode of community fans,which takes the personal online charm of microblog group buying blogger as the center.There are two main ways of making profits in group buying of microblog KOL,one makes profits through group leaders of microblog,which relies on customer commission,promotion fee,margin of merchants,rebate of distribution platform and so on;the other makes profits through participated merchants,which relies on customers' new profits,flow conversion profits,customer retention profits and so on.There are five internal characteristics in the microblog KOL groupbuying: Taking KOL key opinion leaders as the core,low price,strong interaction,high conversion rate and diverse platforms.The multimedia mobile scene of the microblog and the popular and personalized production mode of content output build a microblog performance foreground for the microblog leader;the diversified identity backgrounds of the common people in social life and the long-term maintenance of the reputation image by the online microblog group purchase provides the background for the trusted image of the microblog leader.The trusted image of microblog leader originates from the extension of real social identity of individuals in the front desk of microblog.The business negotiation originally belonging to the back stage is open and transparent in the microblog group buying.The image operation and maintenance of the front desk and back stage of the microblog leader directly affect the self-presentation behavior of microblog leader.In the group buying mode of microblog KOL,the leader,who serves as the key opinion leader is in the core position and has the highest authority.the relationship between the leader and the group members is based on identity.In order to achieve the unity of performance and role,the leader of microblog KOL adopts three ways of performance: idealized performance,reciprocal performance and remedial performance,which creates a good media image of KOL leader.Microblog group buying is based on the trust between group members and group leaders.It carries out accurate marketing using the characteristic that there is large number of female active users on microblog platform,which embodies the economic attribute of community fans who realize the trust between group leaders and group members,the awakening of female consumption values under the consumerism environment,the brand choice and consumption gathering under the community identity,and the private consumption,the interactive marketing and use satisfaction under domain traffic,reflecting the complementary projection of female consumers' self-deficiency.Microblog group buying has unlimited potential for development,and it is also faced with realistic difficulties such as limited platform,shortage of supply chain,lack of supervision and fuzzy legal relationship.The promotion of the sound development of the KOL group purchase mode of microblog needs broadening of social channels,improvement of the cost performance of product categories,establishment of mutual supervision mechanism,jointly improvement of the after-sales guarantee system,improvement o the self-discipline awareness,establishment of good trust relationship,establishment of member system,optimization of fans,and reducing risks.