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

Zhang Yu

doi:doi:10.11648/j.si.20210903.18

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

Zhang Yu

Published in Science Innovation (Volume 9, Issue 3)

Received: 26 March 2021 Published: 24 May 2021

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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

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[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.
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[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.
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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

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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

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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

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@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}
}

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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  -

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Author Information

Zhang Yu

School of Humanities and Communication, Zhejiang Gongshang University, Hangzhou, China

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Plain Text BibTeX RIS

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