New Track,New Model,New Brand:Research On The Marketing Mode Of The E-commerce Evening Party "Night Of Little Mango Flowers"

One step a footprint,the development of hunan radio and television from hunan satellite TV to mango media,to the birth of a new circuit of small mans preemption,from traditional TV media platform to platform of Internet content,and then to "the content of the video + + electricity," a new mode of electric business platform,is under the background of media convergence,the depth of the fusion of traditional media and Internet double platform,to build its own new brand of broken new way,It provides a new development paradigm for the deep integration of Chinese media.Mango's little awn flower Night is actually the product of deep media fusion.This paper takes "Night of Flowers in Ear" as an example,analyzes the marketing mode of "E-commerce evening Party" under the background of media convergence,and provides constructive suggestions for the development of e-commerce brand communication and marketing strategies.Through the study of the overall development and evolution of e-commerce evening party and the development and evolution of its external marketing and publicity strategy,it provides a background for sorting out the Night of Little Mango Flowers.Through the Xiao Mang APP,small Mango flower night TVC and posters as the objects of this paper,the commercial cultural value of the new track is analyzed.A comparative analysis is made on the differences in the development strategies of various e-commerce companies in the content field to explore the new model of "video + content +e-commerce" of Xiaomang,as well as the changes in communication strategies of "Flower Night in Small Ear" and "Xiaomang New Year Goods Festival",and to explore the marketing of its new brand.This paper will study the marketing event of "Flower night of Grain in Ear" from four chapters.First chapter on the recent calls,the evolution of marketing mode of the party for a simple comb,and fusion of media under the background of electricity has the basic characteristics of the party and summarise rise reason,for electricity,under the new track,small mans launched the small grain in ear to spend nights with the small mans Spring Festival culture feelings by the electrical contractor party to build a new brand of domestic electronic business do.The second chapter explores the reasons,advantages,existing problems and how to further develop mango TV in the future to maintain its healthy and orderly operation from its own development background.In this way,xiaomang chooses e-commerce evening party as the main marketing model and develops its own innovation points as the basis of research.The third chapter starts from xiao Mang's flower planting night and analyzes why the "video + content + e-commerce" of Xiao Mang is a new model.Why launch this new mode? What are the key parts of this new model? Fourth chapter about a mans "air" electric business platform to build the new brand,the small grain in ear to spend nights how the party that is associated with the youth,how their own clear positioning,the brand effect for the further remember little mans spirit spread by electricity,extended to small mans electric business cooperation with hunan satellite TV "small mans Spring Festival",the second half of a Study the interaction between the two parties,and further push xiaomang platform successfully in front of the public.At the same time,in view of the negative phenomenon of the e-commerce party,it tells how to eliminate the consumption trap and solve the consumption question by innovating the IP of "planting flowers" in the process of building its own brand.The whole brand positioning of Xiaomang is also echoed by hunan SATELLITE TV and Mango super media,and the domestic product platform is corresponding to the production of national tide content.Countries and the development of the national strength against people's emotional high,the prospect of future development of the small mans new direction must not and other electric business platform is the same,but the small grain in ear to spend nights also destined to not only carry the commercial value of this kind,because with the background of its birth,it must be the value of mainstream culture propaganda as responsibility.From the above,the night of flowers in small grain in ear is actually the product of the deep integration of media.