Research On Online "Zhong Cao" Communication Of Young Female

With the rapid development of the Internet,consumer demand changes rapidly,and various shopping channels develop rapidly.In the era of information overload,shopping information is also overloaded."Zhong Cao" communication provides reference and help for online shopping,which is emerge as the times require."Zhong Cao" has two meanings.The first one is the process of recommending something to a person or a group of people so that they will like it and then have possessiveness;The second one is the process in which a person or a group of people become fond of or possessive of something after receiving information about it.In the spread of "Zhong Cao",the government,organizations,enterprises,opinion leaders and audiences and other factors compete with each other and balance each other,resulting in brand image building,stimulating market vitality,enriching social culture and other effects.In the propagation of "Zhong Cao",the information conveyed by the communicator is the seed.Whether these seeds can "take root and sprout" is affected by the communicator's communication skills,the channel of information transmission,the receiver's identification with the product,and the receiver's consumption psychology,etc.After the success of "Zhong Cao",whether the receiver will "pull the grass",affected by a variety of factors.In the online "Zhong Cao" communication of young women,gender differences in the field of makeup fashion are gradually disappear,and male stereotypes such as toughness and rigidity have to be changed in the communication,and the intimate communication atmosphere homogenizes class differences.Consumers,whether men or women,rich or poor,can be "Zhong Cao" to meet material and spiritual needs.However,the knowledge information will be mixed with the business information,and the communicator will purposefully guide the audience to form the brand cognition in the subconscious,and the deviant cognition and different opinions are easier to be timely controlled and eliminated.The spread of "Zhong Cao" depends on consumption.Under the influence of extensive entertainment in social communication,practical goods are replaced by packaged goods such as interesting ones in consumption.Dramatic and exaggerated contents encourage the audience,and the spread of personalized consumption advocating instant gratification is omnipresent.The widespread use of Internet information technology has led to regulatory problems,and the lack of gatekeeper has made it difficult to fully cover the whole network.These problems inevitably lead to the fading of consumers' trust and consumption enthusiasm,which leads to consumers' infinite desire for materials.Fake and inferior commodity information is rampant in the market,and illegal information is hidden in the gray zone,which affects the market and social order and causes many negative effects.Therefore,we should use law and ethics to promote the network real-name system to maintain order,all gatekeepers in the communication link need to perform their respective duties,unblocked channels for complaints;The Communicator of "Zhong Cao",especially KOL,need to improve their media literacy,regulate the content of "Zhong Cao" communication from the source,and advocate the consumption of spiritual civilization and reduce material enjoyment;The audience should consume rationally,learn to protect their legitimate rights and interests by law,optimize the consumption structure and change the consumption concept.It is of great significance to the country,society and individuals use the powerful influence of "Zhong Cao" communication to promote consumption upgrading,and to enrich the market and culture.