| The aim of this article is to study the scene design and communication strategies of Tmall platform online stores selling maternal and infant supplies.Compared with the current achievements in this field,this article attempts to conduct a research with depth and breadth based on the related theoretical analysis and references.This kind of theoretical innovation and extension pays more attention to related scene design and marketing communication strategies.In addition,on the basis of systematic comparison,data mining and data analysis,this article makes an attempt on specific operation strategies suitable for domestic related maternal and infant product brands.Finally,this article attempts to summarize and describe the current experience,practices,and precautions of the maternal and infant online stores in scene design and marketing communication strategies.For the managers and marketing decision makers of online stores selling mother and baby products,especially management of domestic small and medium-sized as well as new-born mother and baby brands,designing scenarios and analyzing marketing communication strategies not only help them mine the potential of their own brand marketing communication management,but also promote them to actively expand online e-commerce sales channels.Meanwhile,management focus on the consumers' online shopping experience,online storefront scene design and marketing communications,which will help them discover and grasp consumer demands in a timely manner,improve shopping scenarios,stimulate consumer emotions,and ultimately influence consumers purchase decisions.This article consists of five parts.The introduction mainly discusses the background and significance of this research,sorting out existing research literature reviews,methods,innovations and deficiencies in domestic and foreign researches on this topic.The content of the first chapter is the definitions of related concepts,including scenes,scene theories extension,scene social communication,scene analysis framework,scene design,design display,word of mouth marketing communication,and consumer experience,etc.The second chapter mainly analyzes the current situation and exiting problems ofthe scene design and communication strategies for maternity and infant products online stores on Tmall platform.The third chapter focuses on how to optimize and upgrade the existing countermeasures targeting at scene design and communication strategies of maternal and infant online stores on Tmall,such as improving the creative expression of typesetting,perfecting the color matching of the scene design of the maternal and infant supplies online shop,ameliorating text design and graphic expression for scene design and enhancing consumers' timely experience,etc.The conclusion mainly explains the overall development of this research and analyzes the deficiencies of relevant results. |
