| As the Internet wave impact, domestic electronic business developed rapidly, e-commerce trend of social media is more and more obvious. At the same time, the evolution from a single identity that consumer audience accept brand information relatively passively to the dual dual identity of them as information receiver and propagators happens. How to increase the electronic business marketing effect through the dual dual identity and communication influence of consumer audience, has become a new focus of attention in academics and industry.In this paper, based on the communication theory analyzing the electronic business interactive marketing model, to conduct a comprehensive review for the dual dual identity of consumer audience. Studies based on features of electronic business interactive marketing communication is found that consumer audience has the characteristic of active selectivity, processing and feedback on brand information, and can become main subject for the secondary transmission behaviour. Then this paper analyze deeply on the interactive marketing communication relation of women clothing B2 C electronic commerce. According to the first-hand information obtaining from the interview, to make the depth of interpretation on consumer psychological needs for contacting women clothing electronic commerce, the method of receiving information and communication behavior, and the conclution is formed that the consumer dual dual identity has the information selectivity tendency, spontaneous of spreading information,the magnification of communication effect and so on. The specific performance and commercial value for the dual dual identity of consumer audience is represented,in combination with the liebo dress simple business case. At last,it is found that the dual dual identity of consumer audience possess commercial value with helping companies to increase their brand awareness and influence, improve customer loyalty to brand, reduce the cost of marketing and so on. |
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