| Peer-Reviewed

Opportunity, Myth and Way: Research on E-commerce Live Women's Brand Communication Strategy Under the Long Tail Theory

Received: 26 March 2021     Published: 24 May 2021
Views:       Downloads:
Abstract

Research background: E-commerce Live broadcasting brings the most direct and convenient sales channel for women's clothing brands, greatly reduces the sales cost of businesses, and meets the prerequisite of The Long Tail Theory. Based on this, women's clothing brands communication strength rapidly improved, and the unpopular brands also got the opportunity to get out of the circle. Objective: From the perspective of The Long Tail Theory, this paper analyzed the long tail characteristics of women's clothing brands in e-commerce live broadcasting, analyzes the difficulties of women's clothing brand in e-commerce live broadcasting, and puts forward strategies to improve brand communication efficiency. Methods: This paper mainly used Participant Observation, virtual ethnography and case analysis methods to track more than 50 women's clothing live rooms on Taobao platform for more than 2 years, mainly observed the marketing methods, communication strategies and communication effects of major women's clothing brands. And participated in the purchase process of women's clothing brands, understood how women's clothing brands in e-commerce live broadcasting made the whole process from immersion sales to express logistics after-sales service. Results and conclusion: In this study, it was found that the women's clothing brands of e-commerce live broadcasting room meet The Long Tail effect and has the characteristics of long tail supply, long tail communication and long tail sales. But at the same time, there are also some problems in the transmission of women's clothing brands, so this paper puts forward the ways of women's clothing brands communication under The Long Tail theory.

Published in Science Innovation (Volume 9, Issue 3)
DOI 10.11648/j.si.20210903.18
Page(s) 118-123
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

The Long Tail Theory, E-commerce Live Broadcasting, Women's Brand, The Difficultie, Communication Strategy

References
[1] 简承渊, 冯思潮. 电商直播:站上风口,更要掌握航向[J]. 新闻战线, 2020(15):49-51.
[2] 陈瑶. 景观社会视域下的电商直播[J]. 青年记者, 2020, No.670(14):23-24.
[3] 王林玉, 李莉莉, 陈洁,等. 基于客户体验的服装电商企业产品营销策略研究[J]. 纺织导报, 2014(11):88-91.
[4] 裴学亮, 邓辉梅. 基于淘宝直播的电子商务平台直播电商价值共创行为过程研究[J]. 管理学报, 2020, v.17;No.170(11):56-65+120.
[5] 孟昭宇. 跨境电商群直播商业模式下品牌营销策略[J]. 对外经贸实务, 2017, 000(005):59-62.
[6] 李莉莉. 品牌服装电商企业运营与营销策略浅谈——以韩都衣舍为例[J]. 纺织导报, 2014(8):82-83.
[7] 丁蔷, 刘瑜. 淘宝直播在电商服装品牌中的应用分析——以淘宝女装"MG小象"为例[J]. 戏剧之家, 2017(24):228-229.
[8] Shi Y. A Study on the Influence of E-commerce Live Streaming on Consumer's Purchase Intentions in Mobile Internet[C]// International Conference on Human-Computer Interaction. Springer, Cham, 2020.
[9] Wongkitrungrueng A, Assarut N, Business J O, et al. The role of live streaming in building consumer trust and engagement with social commerce sellers[J]. 2020.
[10] Geng R, Wang S, Chen X, et al. Content marketing in e-commerce platforms in the internet celebrity economy[J]. Industrial Management & Data Systems, 2020, ahead-of-print(ahead-of-print).
[11] 黄孝章、张志林、刘双双《长尾理论促进新媒体经济增长方式的转变》,《集团经济研究》2007年第12期。
[12] 韩晓飞. 长尾理论视域下内容型网红价值变现研究——以美食博主"李子柒"为例[J]. 硅谷, 2019, 005(012):95-97.
[13] 王馨. "直播+"时代下服装电商营销策略创新[J]. 经营与管理, 2017, 000(011):118-120.
[14] 顾钰炜. 电商直播对消费者购买决策影响研究[J]. 价格理论与实践, 2020, No.428(02):126-129.
[15] 杨国斌. 连线力:中国网民在行动[M]. 广西师范大学出版社, 2013.
Cite This Article
  • APA Style

    Zhang Yu. (2021). Opportunity, Myth and Way: Research on E-commerce Live Women's Brand Communication Strategy Under the Long Tail Theory. Science Innovation, 9(3), 118-123. https://doi.org/10.11648/j.si.20210903.18

    Copy | Download

    ACS Style

    Zhang Yu. Opportunity, Myth and Way: Research on E-commerce Live Women's Brand Communication Strategy Under the Long Tail Theory. Sci. Innov. 2021, 9(3), 118-123. doi: 10.11648/j.si.20210903.18

    Copy | Download

    AMA Style

    Zhang Yu. Opportunity, Myth and Way: Research on E-commerce Live Women's Brand Communication Strategy Under the Long Tail Theory. Sci Innov. 2021;9(3):118-123. doi: 10.11648/j.si.20210903.18

    Copy | Download

  • @article{10.11648/j.si.20210903.18,
      author = {Zhang Yu},
      title = {Opportunity, Myth and Way: Research on E-commerce Live Women's Brand Communication Strategy Under the Long Tail Theory},
      journal = {Science Innovation},
      volume = {9},
      number = {3},
      pages = {118-123},
      doi = {10.11648/j.si.20210903.18},
      url = {https://doi.org/10.11648/j.si.20210903.18},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.si.20210903.18},
      abstract = {Research background: E-commerce Live broadcasting brings the most direct and convenient sales channel for women's clothing brands, greatly reduces the sales cost of businesses, and meets the prerequisite of The Long Tail Theory. Based on this, women's clothing brands communication strength rapidly improved, and the unpopular brands also got the opportunity to get out of the circle. Objective: From the perspective of The Long Tail Theory, this paper analyzed the long tail characteristics of women's clothing brands in e-commerce live broadcasting, analyzes the difficulties of women's clothing brand in e-commerce live broadcasting, and puts forward strategies to improve brand communication efficiency. Methods: This paper mainly used Participant Observation, virtual ethnography and case analysis methods to track more than 50 women's clothing live rooms on Taobao platform for more than 2 years, mainly observed the marketing methods, communication strategies and communication effects of major women's clothing brands. And participated in the purchase process of women's clothing brands, understood how women's clothing brands in e-commerce live broadcasting made the whole process from immersion sales to express logistics after-sales service. Results and conclusion: In this study, it was found that the women's clothing brands of e-commerce live broadcasting room meet The Long Tail effect and has the characteristics of long tail supply, long tail communication and long tail sales. But at the same time, there are also some problems in the transmission of women's clothing brands, so this paper puts forward the ways of women's clothing brands communication under The Long Tail theory.},
     year = {2021}
    }
    

    Copy | Download

  • TY  - JOUR
    T1  - Opportunity, Myth and Way: Research on E-commerce Live Women's Brand Communication Strategy Under the Long Tail Theory
    AU  - Zhang Yu
    Y1  - 2021/05/24
    PY  - 2021
    N1  - https://doi.org/10.11648/j.si.20210903.18
    DO  - 10.11648/j.si.20210903.18
    T2  - Science Innovation
    JF  - Science Innovation
    JO  - Science Innovation
    SP  - 118
    EP  - 123
    PB  - Science Publishing Group
    SN  - 2328-787X
    UR  - https://doi.org/10.11648/j.si.20210903.18
    AB  - Research background: E-commerce Live broadcasting brings the most direct and convenient sales channel for women's clothing brands, greatly reduces the sales cost of businesses, and meets the prerequisite of The Long Tail Theory. Based on this, women's clothing brands communication strength rapidly improved, and the unpopular brands also got the opportunity to get out of the circle. Objective: From the perspective of The Long Tail Theory, this paper analyzed the long tail characteristics of women's clothing brands in e-commerce live broadcasting, analyzes the difficulties of women's clothing brand in e-commerce live broadcasting, and puts forward strategies to improve brand communication efficiency. Methods: This paper mainly used Participant Observation, virtual ethnography and case analysis methods to track more than 50 women's clothing live rooms on Taobao platform for more than 2 years, mainly observed the marketing methods, communication strategies and communication effects of major women's clothing brands. And participated in the purchase process of women's clothing brands, understood how women's clothing brands in e-commerce live broadcasting made the whole process from immersion sales to express logistics after-sales service. Results and conclusion: In this study, it was found that the women's clothing brands of e-commerce live broadcasting room meet The Long Tail effect and has the characteristics of long tail supply, long tail communication and long tail sales. But at the same time, there are also some problems in the transmission of women's clothing brands, so this paper puts forward the ways of women's clothing brands communication under The Long Tail theory.
    VL  - 9
    IS  - 3
    ER  - 

    Copy | Download

Author Information
  • School of Humanities and Communication, Zhejiang Gongshang University, Hangzhou, China

  • Sections