Research On The Communication Skills Of Online "grass Planting" Behavio

Nowadays,e-commerce competition is becoming increasingly fierce,traffic differentiation is evident,and a single platform is not the only choice for consumers.Consumer shopping scenarios are becoming more diverse,and the dissemination of product information has also changed accordingly.Compared to the previous communication methods,the new communication method is not only a change in communication methods and forms,but also a significant change in communication logic.Audiences no longer rely too heavily on opinion leaders as before and have equal rights to publish information on communication platforms.With the application of algorithmic technology,communication logic is gradually shifting from search to recommendation logic.In this context,the development of online "Zhong Cao" is booming and has become an important link in consumers’ daily purchasing decision-making process.People have already lived in a "Zhong Cao" society.At present,there is not much research in the academic community on online "Zhong Cao",and most of it takes consumerism as the entry point.As a product of the development of e-commerce economy,online "Zhong Cao" cannot do without the topic of consumption.But the occurrence of online "Zhong Cao" is not only a consumption phenomenon,but also a dissemination process from the release of "Zhong Cao" information to influencing consumers’ choices.Why can online "Zhong Cao" communication gain consumer trust and generate continuous attention? The communication techniques behind it are worth pondering.This article takes the perspective of communication studies as an observation perspective,starting from the evolution process and basic characteristics of network "Zhong Cao" behavior,and explores the communication techniques of network "Zhong Cao" behavior through four research methods: literature research,case analysis,participatory observation,interdisciplinary research,as well as the theoretical perspectives of "communication flow" and "SICAS" models,In order to understand the internal communication logic of online "Zhong Cao" behavior and how the audience is willing to be "Zhong Cao".At the beginning of this article,the development background and concept of online "Zhong Cao" behavior were analyzed and defined;Then,through the theory of communication flow,the author analyzed the communication subjects,modes,channels,and communication and diffusion of information dissemination in the process of online "Zhong Cao",and conducted a detailed analysis of the communication forms of "Zhong Cao" behavior;Secondly,by analyzing the various links of the "SICAS" consumer model,we can analyze how the "Zhong Cao" communicators have a deeper understanding of the audience’s psychology,in order to summarize the communication skills of online "Zhong Cao" behavior.Finally,a rational examination was conducted on the behavior of online "Zhong Cao",reflecting on the problems existing in the dissemination of online "Zhong Cao" from three aspects: disseminators,communication platforms,and audiences,and proposing optimization suggestions.It is hoped that constructive opinions can be put forward on the chaos of online "Zhong Cao",and the future development direction can be considered,making online "Zhong Cao" a healthy and meaningful way of communication.