# Study on Deep Learning Technology to Construct E-Commerce Industry Marketing Promotion Model

Authors: Peng Gao; Liang Zhao
Journal: Security and Communication Networks
 (2022)

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## Abstract

In recent years, with the development of Internet, Internet technology has swept the world and become a new round of scientific and technological revolution in the world economy. Network marketing has become the “darling” of marketing, with a multidimensional and multilevel marketing layout, which provides a carrier platform for the promotion of enterprise marketing strategy. The traditional network marketing mode is mainly in the form of advertising push, with pop-ups, screen overlays, top search rankings, loading videos, texts, and pictures. Nowadays, Internet technology and social media have promoted the development of community e-commerce models. Live delivery is a new sales model, which has promoted economic development. It has many advantages, such as interactivity, real-time, and transparency. Compared with the traditional e-commerce model, it is more suitable for the development requirements of the new era. Live delivery is a new sales model, which promotes economic development. This paper starts with the AdaBoost algorithm and marketing mode of STP and 4P marketing theory, in order to reduce the execution cost of marketing. In this way, it proves that using online marketing can not only reduce the cost but also improve the marketing effect. Through the new network marketing promotion mode and algorithm described in this paper, the cost can be reduced by 17%, and the promotion effect is remarkable.


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## Body

## 1. Introduction

In recent years, with the development of Internet, Internet technology has swept the world and become a new round of scientific and technological revolution in the world economy. Since the introduction of Internet technology, more and more industries have been involved in Internet technology and have made great achievements. Especially, the rise and rapid development of e-commerce have completely changed people’s lifestyles, and at the same time, it has brought about the diversification of marketing methods. Traditional marketing methods can no longer meet the needs of the industry [1–3]. The importance of network marketing in enterprise marketing activities is gradually increasing, and enterprises and network marketers have a certain understanding of it. The relationship between network marketing and traditional marketing, how to make systematic use of the advantages of network marketing, and what methods to adopt under what circumstances have all become practical problems faced by enterprises. E-commerce has created a new marketing model, and many e-commerce platforms have gradually laid out live broadcast ports. With the continuous innovation of Internet technology, e-commerce + live broadcast has also ushered in a dividend outlet. On the mobile terminal of a mobile phone, the function of live broadcast is embedded into the platform interface and becomes a unique section. After recent years of development, the advantages of live broadcast are highlighted, and more and more e-commerce companies are empowering new modes of live broadcast marketing, which not only brings about the innovation of retail mode but also drives the economic development of related fields. Internet technology eliminates the asymmetry of information, establishes a dominant position centered on users and individuals have an unprecedented right to speak [4, 5].The traditional network marketing mode is mainly in the form of advertising push, with pop-ups, screen overlays, top search ranking, loading video, text, and pictures. However, major listed companies have successively used festivals to realize new-type network marketing, which focuses on sharing red envelopes. The marketing promotion cost is reduced, but the effect is improved. Live delivery of goods is a new service mode, which uses the Internet platform and live broadcast technology to communicate with consumers face-to-face. In this process, online celebrity-based live broadcasters display goods to help consumers answer their questions and make them shop successfully. These studio owners themselves have a certain influence, and with the support of fans, the volume of commodity transactions is relatively stable [6, 7]. Before live delivery, TV shopping was the mainstream of e-commerce, and the sales model of live delivery in online celebrity was similar to that of TV presenters, which infected consumers through exciting words, resulting in numerous orders. Network marketing is based on the open Internet environment, which is a “shotgun” marketing layout for different consumer groups. Therefore, in terms of marketing objects, the group of online marketing is more extensive, while the marketing layout of direct sales is relatively narrow. This paper starts from the network marketing mode, in order to reduce the execution cost of marketing and proves that using network marketing can not only reduce the cost but also improve the marketing effect [8, 9].Precision marketing, as the most effective and low-cost marketing method to find target customers and gain profits, should be used in various fields and industries. As the earliest precedent of precision marketing, there are abundant research results in the world. With the rise of e-commerce, there are more and more theoretical studies on the application of precision marketing in e-commerce by international scholars. However, the e-commerce of agricultural products has only gradually entered people’s field of vision in recent years, and the research on the combination of precise marketing and products, especially e-commerce of characteristic products, is still in its deepening stage. This article adopts the following innovations:(1)
This paper highlights the advantages of online marketing by comparing traditional marketing with online marketing and analyzing emotions with the AdaBoost algorithm.(2)
In this paper, by comparing the new live delivery mode with the traditional e-commerce mode with the Internet as the carrier, a new delivery network marketing mode is constructed.


## 2. Related Work

Live delivery is a new sales model, which promotes economic development. It has many advantages, such as interactivity, real-time, and transparency. Compared with the traditional e-commerce model, it is more suitable for the development requirements of the new era. Live delivery is a new sales model, which promotes the economic development. It has many advantages, such as interactivity, real-time, and transparency. Compared with the traditional e-commerce mode, it is more suitable for the development of the new era, which requires the live broadcast of stars to become a common mode and promotes the development of e-commerce [10]. On this basis, the live broadcast market has been expanded, and e-commerce direct broadcast has achieved great success. What followed was the problems of product quality and weak supervision, and the healthy development of e-commerce industry was widely concerned by the society. How to make use of data analysis technology to give enterprises a deeper and more accurate insight into the market behavior, how to fully understand the target customers, carry out targeted marketing activities according to their preferences or spending habits, and make an e-commerce precise marketing strategy that is consistent with the attributes and characteristics of agricultural products of this enterprise and the current production and marketing situation is extremely urgent [11].Ture believes that concepts such as community that focus on individual strength have been invented and constantly upgraded, and business models based on the relationship between users are emerging [12]. Coleman believes that the community economy, as a new business model, is being valued by enterprises. Building community has become an important link for major enterprises to get through the service and consumption chain, and the business chain can be reconstructed under the empowerment of community [13]. Boye believes that there are five main types of tools that users can operate: filters, music, stickers, labels, and clips, which can quickly edit a shared note. Adding labels to the notes can not only accurately locate the content but also allow novices to browse other users’ content and refer to their styles when creating [14]. Ture believes that e-commerce live broadcast, as a new marketing model, has experienced several years of rapid development and has gradually established its core position in the new retail and new consumption scenario [15]. Constantinides believes that the e-commerce live broadcast platform is a comprehensive platform, which has developed from the initial one-way transaction to supply chain, products, payment, transportation, and other sectors [16]. Yu believes that in the early stages of the development of live webcast, production, and broadcasting were mostly separated, and the production and broadcasting of content were not carried out simultaneously [17]. Constantinides believes that online celebrities have gradually replaced the TV shopping host and have become popular “product spokespersons” [18]. Hamidizadeh believes that along with the policy dividend of e-commerce in agriculture-related fields, and the comprehensive promotion and gradual improvement of information infrastructure and logistics infrastructure, it has laid a solid foundation for the development of an e-commerce market for agricultural products [19]. Wei believes that to get rich and get rid of poverty, it is necessary to achieve precise marketing [13]. Li believes that after the technological change from 4G to 5G, the form of live webcast has changed in various ways, with more emphasis on the synchronization of production and broadcasting, and the innovation of content has also been greatly improved [20].With the continuous development of the market economy, the development mode of diversified marketing coexists, which provides diversified channels for enterprise market development layout. In the era of electronic information, with the development of Internet technology, network marketing has become more diversified and technical, and has become an important operation mode in the marketing layout of many enterprises. Therefore, under the influence and impact of network marketing, traditional direct selling is also facing new development challenges and opportunities. Especially in recent years, with the rapid development of e-commerce, major manufacturers have turned to the field of e-commerce, and the “cold” situation of traditional direct sales continues to be exacerbated. However, both traditional direct marketing and online marketing have their own marketing advantages, and the effective integration of online marketing and traditional direct marketing has become an important field of marketing research. Network marketing and traditional direct selling have different promotion methods and different marketing carriers, and they can be integrated through beneficial supplements, which can build market competitive advantage in online and offline multidimensional marketing layouts. Therefore, how to make use of online marketing to carry out interactive marketing operations and integrate them with traditional direct sales has become the primary problem that most traditional enterprises need to face in recent times [21].The third chapter is about the analysis of network marketing and traditional marketing so as to better understand the two marketing models. The fourth chapter is an analysis of the AdaBoost algorithm. The fifth chapter is the development of live broadcast and marketing models, so as to better understand these marketing models.


## 3. Comparative Analysis of Network Marketing and Traditional Marketing

At present, network marketing and traditional direct selling have become important means of enterprise marketing layout. However, from the perspective of marketing promotion methods, there are significant differences in promotion methods. First, the online marketing relies on the online platform to realize the marketing promotion of “Internet plus,” which to a great extent breaks through the limitations of time, region, and other elements and greatly improves the timeliness and universality of marketing promotion; second, the traditional direct selling focuses on the introduction of offline products. Through offline marketing layout, the contact experience between products and consumers is built, and the marketing construction of “face-to-face” and “point-to-point” is strengthened. Network marketing refers to activities such as publicity and promotion through various means of the Internet. Broadly speaking, enterprises are involved in network promotion activities from the beginning of applying for domain names, renting space, filing websites, and setting up websites to the official launch of websites. Therefore, from the perspective of marketing methods, there are essential differences between them. In the layout of marketing, they are promoted from online and offline space, respectively. At present, with the rapid development of e-commerce, the market layout based on network marketing is more competitive in the market. It can refine the marketing strategy in the diversified network market space and achieve multilevel and multifield coverage of marketing promotion according to different groups and needs. This is also the different promotion effects formed by different marketing promotion methods, and it is a concentrated expression of their remarkable characteristics as shown in Figure1.Figure 1
Characteristics of marketing promotion.The second differentiating factor of marketing promotion is that it is different from reality. In the construction of marketing strategy, online marketing takes the Internet as the carrier platform, while traditional marketing takes people’s marketing activities as the carrier. There are differences between them. First of all, network marketing is based on the marketing layout under the Internet platform, such as the marketing form of a self-operated e-commerce platform and the network as the carrier of communication, which is consistent with the current marketing development trend of Internet plus. Secondly, in traditional marketing, “people” marketing activities are particularly important, which is an important foundation to realize the introduction of product and consumer experience. When traditional marketing users open the web page to search or browse for information, pop-up advertisements usually appear, and most users close the pop-up windows at the first time. To ensure the advertising effect, websites will set up pop-up windows to force users to watch for a certain period of time and then close them. There are many methods of network marketing promotion, usually the more common ones are display advertising, e-mail promotion, community marketing, website promotion, and search engine promotion; among them, search engine promotion refers to a kind of promotion method in which enterprises pay to display the promotion information on the search results page [22, 23]. Among these promotion methods, the advantages of search engine promotion, such as accuracy, pay-by-effect, and controllable effect, are more effective than other methods for enterprises. Therefore, traditional marketing has higher requirements for personal quality and image, while network marketing is a systematic marketing layout, which emphasizes Internet technology, network marketing strategy construction, and other elements, and is a marketing service based on virtual space. That is to say, the difference in marketing carriers determines that the two companies have different marketing points and marketing content e-commerce modes in the implementation of marketing strategies, as shown in Figure 2.Figure 2
E-commerce mode optimization.At present, with the rapid development of e-commerce, network marketing is more effective in the segmented market environment. Under the increasingly fierce market environment of the seller's market, facing the segmented market, how to introduce more accurate marketing requires more accurate positioning of marketing promotion objects. With network marketing, based on big data analysis, consumer groups can be subdivided, and with the introduction of subdivided marketing strategies, products can be better connected with the consumer market. However, traditional marketing is based on marketing promotion in a fixed place, and its audience is relatively narrow, which is not suitable for the current increasingly diversified market development. It is also a problem exposed by traditional marketing. The basic layer of the e-commerce mode mainly includes information integration, product quality, and service mode, among which the quality of traditional marketing products is the most important. The establishment of a basic layer plays a fundamental role in the development of the e-commerce mode of horticultural products, and to some extent, traditional marketing plays a decisive role in the development of the e-commerce mode of horticultural products [24]. Traditional marketing foundation optimization is shown in Figure 3.Figure 3
Optimization of base layer.


### 3.1. Live Delivery and Community Marketing

Live delivery of goods by an online celebrity has become a trend, and the success of this e-commerce mode is due to the online celebrity’s shaping of its own reputation, showing its charm, and building trust with its fans [25–27]. Because of the large audience and small profits but quick turnover of products, many products seem to be cheap and have guaranteed quality, which has been recognized by fans. At present, “fan economy” has become a new term in the new era, which refers to the brand-new sales relationship formed by traditional marketing followers and fans, resulting in the revenue-generating behavior of traditional marketing. The concerned person should improve the user’s stickiness, build his traditional marketing reputation, and gain economic benefits with a unique marketing model. The most traditional marketing of consumers pays attention to commodity value first, and then expands to traditional marketing of users and brands and user value, which reflects the importance of personal design. The traditional marketing of live e-commerce in online celebrity needs to establish personal IP first and continuously increase the number of fans. “Internet plus” can be understood as “various traditional fields in Internet plus,” but instead of simply adding the two, it makes use of information technology and Internet platform to deeply integrate traditional industries with the Internet, create a new ecology and seek new development. Government departments at all levels responded quickly and issued relevant local policies to protect local enterprises to better adapt to “Internet plus.” People who are watched through live Internet plus often attract fans’ attention by virtue of their talent or face value and interact with fans regularly. Over time, a trust relationship will be formed. Every IP from an online celebrity has a wealth of work, and fans are their core assets. Therefore, online celebrity needs to establish a trust relationship with fans when bringing goods. Compared with traditional selling of goods, the profit of live selling of goods increased by 15% year-on-year, as shown in Figure 4.Figure 4
Profit comparison.Live broadcasts first appeared in domestic entertainment talent shows, electronic game competitions, and other scenes, and the audience was relatively small. With the innovation of network technology, the popularity of smart phones, the wide use of 5G mobile networks, the improvement of network speed and the reduction of traffic cost, various live broadcast platform software are constantly emerging in such a big environment. With the continuous progress of mobile Internet technology, people are no longer limited by time, place, and space, so they can broadcast live or watch live content anytime and anywhere. A large amount of entertainment content fills the audience’s free time and meets their spiritual entertainment needs, so live broadcast shows an explosive development. The “live broadcast platform” can be understood as an information release platform that produces and releases information synchronously with the occurrence and development of events on the spot and has a two-way circulation process. Some characteristics of live broadcast can be summarized from the actual live broadcast activities: the live broadcast subject and the audience are synchronized online; the information is transmitted synchronously; and the live broadcast can interact in real time. Joining the live broadcast function in the e-commerce platform is a content marketing method in which the e-commerce platform conducts live broadcast business, and the anchor accurately transmits product information to customers through on-site display and interaction, so as to increase customers’ shopping experience and realize product sales. The advantage of this model is that the e-commerce platform itself has a strong traffic base, and customers who watch this kind of live broadcast have specific consumption purposes. Through the gathering popularity and shopping guide function of anchors, customers’ purchasing channels can be shortened and products can be realized quickly. This e-commerce platform takes live broadcast as the main content construction mode and attracts customers’ attention through content sharing, such as the professional knowledge of live broadcast by anchors. It is a marketing mode in which content guides sales. For example, Little Red Lip is a typical content e-commerce platform. Publish live beauty tutorials on the platform of the anchor and share related beauty products. When customers watch the live broadcast to learn about beauty knowledge, they also accept the anchor’s recommendation on beauty products. This content-oriented live marketing model will make customers more willing to accept it and make it easier to achieve sales. When watching that live broadcast, consumers can choose to place an order on the third-party e-commerce platform according to their own needs. The disadvantage of this mode is that the traffic from the live broadcast platform can easily flow back to the third-party e-commerce platform. Figure5 shows the statistics of the online number of live broadcasts of platform e-commerce at the same time.Figure 5
Simultaneous online statistics.The word “community” has the same origin as the word “community.” In the past, communities and communities were more inclined to use common physical space as a prerequisite for the coexistence of their members. With the advent and rapid development of the mobile Internet era, it is relatively easier to form a community by relying on a certain platform, so today’s community meaning is more inclined to a virtual community than a real one. The evolution is shown in Table1.Table 1
Evolution of community.
Community 1.0Community 2.0Community 3.0Only with the gathering of people, the management of people in the community is loose, and the common values and goals are not clear. The first group chat function is the representative, and mutual message transmission is the core of group chat.In addition to acquaintances socializing, strangers form circles different from other community cultures based on the same or similar interests. Community members have a sense of belonging, and brands realize that they should design different strategies for different communities.Everything is connected, and getting through the chain between people, things and things, and people and things becomes the ultimate goal, including online and offline connection, and the connection of people, goods, information, and services.“Community” refers to the aggregation of members with the same or similar interests and hobbies, such as members of a certain brand or clubs with the same interests and hobbies. Through a social platform, consumers and brands can build a closer relationship. According to Tang Xingtong’s 4C theory, community marketing is an online marketing promotion activity based on social networking, aiming at specific communities, selecting suitable scenes, outputting content and topics, and managing relationships among community members. Community marketing has the advantage of high efficiency and low cost, which is different from the traditional marketing model. It is a new marketing model, which fully combines various marketing models such as content marketing, precision marketing, integrated marketing, and emotional marketing. Stimulate the communication power of community users. People are the core of the community era, and everyone has a need for social interaction, self-display, and recognition by others. Each note generated by the user will generate a sharing map or copy link for the user to share with friends in the station, WeChat friends, or friends circle. The user’s homepage can be set with top notes, which can show the daily and personality charm of the sharer.


### 3.2. STP, 4P Marketing Theory

STP marketing theory is considered the core of modern marketing management theory. It is composed of three elements: market segmentation, target market, and market positioning, also known as “target marketing.” “Market segmentation” means that an enterprise divides a market into several or more parts that can be accurately defined, and each part is composed of a group of customers with similar demand tendencies, but there are differences among the parts. Market segmentation can help marketers differentiate markets and select target customers, develop marketable products and reasonable pricing, and put them into different channels to meet different market needs, so as to win customers and occupy market share. “Target market” means that an enterprise selects and determines its own market segment, that is, the target market, based on the advantages of the enterprise and on the premise of completing market segmentation, so as to focus its work on the target market that is most likely to generate benefits and carry out targeted marketing activities. “Market positioning” refers to the research and analysis of customers’ consumption behavior on the basis of defining the target market, gaining insight into unsatisfied consumer demand, combining it with the present situation of competing products, targeting the target customers, targeting development of new products which are different from competing products and have a distinctive personality, and then accurately spreading them to consumers’ minds, so as to gain consumers’ recognition, create competitive advantages for enterprises, and win more customers.“4P” is four elements: product, price, channel, and promotion; the abbreviation of English initials. The 4P marketing theory was born in the 1960s. This theory was first put forward by an American scholar in many speeches. The 4P marketing theory is improved on the basis of its theory. A “product” is anything that can be provided to meet market desires and needs, both tangible and intangible. “Price” is the only factor that can bring profit among many marketing mix elements. According to the expected product value positioning, customer’s psychological pricing, brand value, competing products, marketing environment, and other comprehensive factors, the enterprise formulates the price of the products put into the target market and adjusts the price in line with time and market changes, such as cash transaction price, discount and profit-making, promotional pricing, differential pricing, and so on. “Channel” is the sum total of a series of ways that an enterprise’s products or services go through from the production link to the end user’s purchase. The channel selection is based on the STP marketing strategy of the enterprise because the channel will directly affect other marketing decisions of the enterprise, and the enterprise can choose the channel scheme that is in line with the development of the enterprise from the perspective of the whole process of production-supply-sales and service. “Promotion” is the combination of a series of marketing actions for an enterprise to promote its products, which requires the enterprise to examine the advantages and costs of various publicity tools and methods (such as advertising, promotion, online and social media promotion, direct sales and database promotion, and personnel promotion), and select a marketing combination suitable for the enterprise in combination with factors such as product type, target market type, and acceptance degree of target customers.


## 3.1. Live Delivery and Community Marketing

Live delivery of goods by an online celebrity has become a trend, and the success of this e-commerce mode is due to the online celebrity’s shaping of its own reputation, showing its charm, and building trust with its fans [25–27]. Because of the large audience and small profits but quick turnover of products, many products seem to be cheap and have guaranteed quality, which has been recognized by fans. At present, “fan economy” has become a new term in the new era, which refers to the brand-new sales relationship formed by traditional marketing followers and fans, resulting in the revenue-generating behavior of traditional marketing. The concerned person should improve the user’s stickiness, build his traditional marketing reputation, and gain economic benefits with a unique marketing model. The most traditional marketing of consumers pays attention to commodity value first, and then expands to traditional marketing of users and brands and user value, which reflects the importance of personal design. The traditional marketing of live e-commerce in online celebrity needs to establish personal IP first and continuously increase the number of fans. “Internet plus” can be understood as “various traditional fields in Internet plus,” but instead of simply adding the two, it makes use of information technology and Internet platform to deeply integrate traditional industries with the Internet, create a new ecology and seek new development. Government departments at all levels responded quickly and issued relevant local policies to protect local enterprises to better adapt to “Internet plus.” People who are watched through live Internet plus often attract fans’ attention by virtue of their talent or face value and interact with fans regularly. Over time, a trust relationship will be formed. Every IP from an online celebrity has a wealth of work, and fans are their core assets. Therefore, online celebrity needs to establish a trust relationship with fans when bringing goods. Compared with traditional selling of goods, the profit of live selling of goods increased by 15% year-on-year, as shown in Figure 4.Figure 4
Profit comparison.Live broadcasts first appeared in domestic entertainment talent shows, electronic game competitions, and other scenes, and the audience was relatively small. With the innovation of network technology, the popularity of smart phones, the wide use of 5G mobile networks, the improvement of network speed and the reduction of traffic cost, various live broadcast platform software are constantly emerging in such a big environment. With the continuous progress of mobile Internet technology, people are no longer limited by time, place, and space, so they can broadcast live or watch live content anytime and anywhere. A large amount of entertainment content fills the audience’s free time and meets their spiritual entertainment needs, so live broadcast shows an explosive development. The “live broadcast platform” can be understood as an information release platform that produces and releases information synchronously with the occurrence and development of events on the spot and has a two-way circulation process. Some characteristics of live broadcast can be summarized from the actual live broadcast activities: the live broadcast subject and the audience are synchronized online; the information is transmitted synchronously; and the live broadcast can interact in real time. Joining the live broadcast function in the e-commerce platform is a content marketing method in which the e-commerce platform conducts live broadcast business, and the anchor accurately transmits product information to customers through on-site display and interaction, so as to increase customers’ shopping experience and realize product sales. The advantage of this model is that the e-commerce platform itself has a strong traffic base, and customers who watch this kind of live broadcast have specific consumption purposes. Through the gathering popularity and shopping guide function of anchors, customers’ purchasing channels can be shortened and products can be realized quickly. This e-commerce platform takes live broadcast as the main content construction mode and attracts customers’ attention through content sharing, such as the professional knowledge of live broadcast by anchors. It is a marketing mode in which content guides sales. For example, Little Red Lip is a typical content e-commerce platform. Publish live beauty tutorials on the platform of the anchor and share related beauty products. When customers watch the live broadcast to learn about beauty knowledge, they also accept the anchor’s recommendation on beauty products. This content-oriented live marketing model will make customers more willing to accept it and make it easier to achieve sales. When watching that live broadcast, consumers can choose to place an order on the third-party e-commerce platform according to their own needs. The disadvantage of this mode is that the traffic from the live broadcast platform can easily flow back to the third-party e-commerce platform. Figure5 shows the statistics of the online number of live broadcasts of platform e-commerce at the same time.Figure 5
Simultaneous online statistics.The word “community” has the same origin as the word “community.” In the past, communities and communities were more inclined to use common physical space as a prerequisite for the coexistence of their members. With the advent and rapid development of the mobile Internet era, it is relatively easier to form a community by relying on a certain platform, so today’s community meaning is more inclined to a virtual community than a real one. The evolution is shown in Table1.Table 1
Evolution of community.
Community 1.0Community 2.0Community 3.0Only with the gathering of people, the management of people in the community is loose, and the common values and goals are not clear. The first group chat function is the representative, and mutual message transmission is the core of group chat.In addition to acquaintances socializing, strangers form circles different from other community cultures based on the same or similar interests. Community members have a sense of belonging, and brands realize that they should design different strategies for different communities.Everything is connected, and getting through the chain between people, things and things, and people and things becomes the ultimate goal, including online and offline connection, and the connection of people, goods, information, and services.“Community” refers to the aggregation of members with the same or similar interests and hobbies, such as members of a certain brand or clubs with the same interests and hobbies. Through a social platform, consumers and brands can build a closer relationship. According to Tang Xingtong’s 4C theory, community marketing is an online marketing promotion activity based on social networking, aiming at specific communities, selecting suitable scenes, outputting content and topics, and managing relationships among community members. Community marketing has the advantage of high efficiency and low cost, which is different from the traditional marketing model. It is a new marketing model, which fully combines various marketing models such as content marketing, precision marketing, integrated marketing, and emotional marketing. Stimulate the communication power of community users. People are the core of the community era, and everyone has a need for social interaction, self-display, and recognition by others. Each note generated by the user will generate a sharing map or copy link for the user to share with friends in the station, WeChat friends, or friends circle. The user’s homepage can be set with top notes, which can show the daily and personality charm of the sharer.


## 3.2. STP, 4P Marketing Theory

STP marketing theory is considered the core of modern marketing management theory. It is composed of three elements: market segmentation, target market, and market positioning, also known as “target marketing.” “Market segmentation” means that an enterprise divides a market into several or more parts that can be accurately defined, and each part is composed of a group of customers with similar demand tendencies, but there are differences among the parts. Market segmentation can help marketers differentiate markets and select target customers, develop marketable products and reasonable pricing, and put them into different channels to meet different market needs, so as to win customers and occupy market share. “Target market” means that an enterprise selects and determines its own market segment, that is, the target market, based on the advantages of the enterprise and on the premise of completing market segmentation, so as to focus its work on the target market that is most likely to generate benefits and carry out targeted marketing activities. “Market positioning” refers to the research and analysis of customers’ consumption behavior on the basis of defining the target market, gaining insight into unsatisfied consumer demand, combining it with the present situation of competing products, targeting the target customers, targeting development of new products which are different from competing products and have a distinctive personality, and then accurately spreading them to consumers’ minds, so as to gain consumers’ recognition, create competitive advantages for enterprises, and win more customers.“4P” is four elements: product, price, channel, and promotion; the abbreviation of English initials. The 4P marketing theory was born in the 1960s. This theory was first put forward by an American scholar in many speeches. The 4P marketing theory is improved on the basis of its theory. A “product” is anything that can be provided to meet market desires and needs, both tangible and intangible. “Price” is the only factor that can bring profit among many marketing mix elements. According to the expected product value positioning, customer’s psychological pricing, brand value, competing products, marketing environment, and other comprehensive factors, the enterprise formulates the price of the products put into the target market and adjusts the price in line with time and market changes, such as cash transaction price, discount and profit-making, promotional pricing, differential pricing, and so on. “Channel” is the sum total of a series of ways that an enterprise’s products or services go through from the production link to the end user’s purchase. The channel selection is based on the STP marketing strategy of the enterprise because the channel will directly affect other marketing decisions of the enterprise, and the enterprise can choose the channel scheme that is in line with the development of the enterprise from the perspective of the whole process of production-supply-sales and service. “Promotion” is the combination of a series of marketing actions for an enterprise to promote its products, which requires the enterprise to examine the advantages and costs of various publicity tools and methods (such as advertising, promotion, online and social media promotion, direct sales and database promotion, and personnel promotion), and select a marketing combination suitable for the enterprise in combination with factors such as product type, target market type, and acceptance degree of target customers.


## 4. AdaBoost Algorithm for Deep Learning

With the rapid development of international e-commerce, the competition for e-commerce platforms is becoming increasingly fierce. For store managers, it is necessary to improve not only the quality of goods but also the level of digital operation. Taking commodity reviews as an example, store managers can mine the review data and analyze the problems of commodity quality, service, and logistics. On the other hand, for some unknown products, in order to obtain product information, users will focus on observing other customers’ comments on this product, and take this as an important basis for decision-making. For customers, they can learn from other people’s purchase history and comments to better assist them in making their own purchase decisions.The AdaBoost algorithm is used to solve the emotional classification problem of e-commerce comments. In calling this algorithm, a naive Bayes multiclassifier is adopted, and the implementation modes of SAMME and SAMME. R are compared and analyzed in the experimental process. The experimental results show that the multinomial NB _ AdaBoost algorithm based on SAMME. R can effectively classify e-commerce comments with high accuracy. SAMME uses the effect of sample set classification as the weak learner weight (SAMME in principle), while SAMME. R uses the prediction probability of sample set classification as the weak learner weight. SAMME. R is faster in training [28–30]. The pseudo-code of the AdaBoost algorithm implemented by SAMME. R is shown in Table 2.Table 2
AdaBoost is based on SAMME.R pseudo code.
Ada boost is based on samme RImplementation modeInput: Known: m Sample sequences:x1,Y1,X2,Y2…XM,YM, where yi is a category, and yi ∈y=1,2,…,KJudge whether the sum of the correct sample weights of each category is greater than that of other categories, the weight sum of the samples.Different algorithms have different accuracyThis model uses the AdaBoost algorithm to improve the performance of naive Bayes. During iterative training, the model parameters are dynamically adjusted according to the training results. When the training samples are classified incorrectly, the weight will increase, otherwise it will decrease. When processing text data, the spatial vector is used to represent the sample, and for each sample data to be classified, the feature vector is used to represent the sample, which is extracted from the text.Sikthe weight of P. When using the AdaBoost classification, it is necessary to determine the prior probability. Pcj and conditional probability P The formula is as follows:(1)PC1⋅X1=PCJ∑RL1,PCJ=∑1N+1,PSIK=1+∑IN=1V+∑B=1.Among them,δsik,xi is characteristic sik. The number of occurrences when classifying test data, we need to calculate the posterior probability corresponding to each category of samples according to the above formula, and then take the category with the highest posterior probability as the output label of test data. The formula is as follows:(2)HX=argmpxP=Cj.When Ada performs iterative training, the weight assigned to each training sample is, and then it is introduced into the parameters. Psik|cj. The formula is:(3)HX1=log∑1,Psik|cj=1+∑I=1V+∑B=1V1.The function of the convolution layer is to extract features through convolution operation, and its specific operation is to slide the convolution kernel window and store the calculation results after each slide. For the convolution layer, it is first necessary to know the concept of convolution kernel and the parameters when the window slides. Convolution kernel, also known as filter, is a small-sized matrix. Commonly used convolution kernels are generally 3 × 3 and 1 × 1 in size. In convolution operation, stride is called step distance, which refers to the distance that convolution kernel slides each time. Padding refers to the number of layers to fill the outer layer of the input matrix before starting convolution. Here, we will introduce the convolution process by taking single-channel convolution as an example. The formula is as follows:(4)O=W−K+2PS,tanhxex−e−xex+e−x.The introduction of convolution layer enables the neural network to continuously map the features of large-size images to small-size feature maps through multilayer convolution, thus, greatly reducing the required parameters and being more conducive to feature extraction. As can be seen from the above table, the accuracy of different algorithms is different, and the specific accuracy is shown in Figure6.(5)ReLU=maxo,x,Sk=Smax+Sminm−1k−1,k∈1,m.Figure 6
Formula accuracy.


## 5. Live Broadcast Development and Marketing Model

In order to enrich the e-commerce content platform, the e-commerce platform constantly innovates and researches new marketing models to attract more users to stay on the platform to browse and shop and has done a lot of planning and layout in the construction of content ecology. In the initial stage, on the mobile interface of the shopping APP, there are content sections such as “recommended by everyone,” “shopping,” and “sharing good things.” With the rise of live broadcast of short video content, the ecological chain layout of e-commerce platform has been accelerated, and a new live broadcast port has been added to the mobile interface of shopping APP. The operation of a live broadcast platform has become an important means of content marketing for e-commerce platforms. Together with short video services, it forms the key marketing mode of an e-commerce platform, closely focusing on the marketing strategy of attracting traffic and settling users, so that users can stay on the platform for a long time to browse and shop. Not only that, the live broadcast of e-commerce platform also adopts the drainage mode of live webcast, actively introduces stars into the live broadcast platform, and makes online live broadcast of microvariety to improve the exposure rate of the platform. With the rapid promotion of the e-commerce live broadcast platform, a group of e-commerce platform talents and merchants have risen with the help of the platform. Compared with ordinary anchors without a fan base, the advantages of stars will quickly gather popularity, and some of them have high exposure and are well known by the public. Some works have both commercial value and spiritual value or are spokesmen for brands, and they already have many fans. While fans like stars, based on their personal worship, they have an emotional connection with their appearance, personality, and other factors. This connection can quickly establish a trust in stars, and this trust is fully reflected in the commodity sales in the live broadcast. The products sold by their favorite stars will be madly “planted” by fans and even spread all over the network. Brand merchants seize the attention and recognition of fans for stars, and make use of the flow advantages of stars to enhance brand value and increase product sales. As shown in Figure7, star traffic advantage is compared with no star traffic.Figure 7
Traffic advantage.


### 5.1. Network Marketing Model

From traditional to innovative to interactive, network marketing has gradually changed the mandatory viewing in the traditional marketing mode, but it pays attention to the process and ignores the effect and acceptance. Evolution mechanism: advertising information promotion changes from obtaining revenue from enterprises to sharing revenue with users, and users change from bystanders who do not get any money to participants, indirectly improving the influence of information promotion and precision marketing promotion mode. DSP in precision marketing refers to the demand-side platform composed of multiple enterprises, mainly the advertiser service platform, on which advertisers can set their target audience, delivery area, and delivery price. An SSP refers to the supply and demand platform composed of various online media, which is a media service platform. An Internet advertising trading platform, like a stock trading platform, connects the buyers and sellers of advertising transactions. This transaction process adopts real-time bidding or nonreal-time bidding mode. In addition, there is a new trading mode, that is, the privatization trading market. In the bidding process, the general rule is that the highest bidder wins, and the same bidder comes first served. The complicated delivery process of traditional media is simplified on these platforms, which greatly saves the time cost. The scientific analysis and application of consumer data has also greatly improved the accuracy and efficiency of advertising. With the help of the network mode of the third-party platform, the third-party platform means that the platform operation team does not produce and sell goods by itself but uses scientific and technological means to build a virtual online mall. In this virtual mall, there is an efficient and high-quality e-commerce environment (hardware and software environment). For example, the platform not only has a fast network speed and a good and easy-to-use operation interface but also has very useful marketing and statistical analysis tools. Figure8 shows marketing statistical analysis.Figure 8
Marketing statistical analysis.


## 5.1. Network Marketing Model

From traditional to innovative to interactive, network marketing has gradually changed the mandatory viewing in the traditional marketing mode, but it pays attention to the process and ignores the effect and acceptance. Evolution mechanism: advertising information promotion changes from obtaining revenue from enterprises to sharing revenue with users, and users change from bystanders who do not get any money to participants, indirectly improving the influence of information promotion and precision marketing promotion mode. DSP in precision marketing refers to the demand-side platform composed of multiple enterprises, mainly the advertiser service platform, on which advertisers can set their target audience, delivery area, and delivery price. An SSP refers to the supply and demand platform composed of various online media, which is a media service platform. An Internet advertising trading platform, like a stock trading platform, connects the buyers and sellers of advertising transactions. This transaction process adopts real-time bidding or nonreal-time bidding mode. In addition, there is a new trading mode, that is, the privatization trading market. In the bidding process, the general rule is that the highest bidder wins, and the same bidder comes first served. The complicated delivery process of traditional media is simplified on these platforms, which greatly saves the time cost. The scientific analysis and application of consumer data has also greatly improved the accuracy and efficiency of advertising. With the help of the network mode of the third-party platform, the third-party platform means that the platform operation team does not produce and sell goods by itself but uses scientific and technological means to build a virtual online mall. In this virtual mall, there is an efficient and high-quality e-commerce environment (hardware and software environment). For example, the platform not only has a fast network speed and a good and easy-to-use operation interface but also has very useful marketing and statistical analysis tools. Figure8 shows marketing statistical analysis.Figure 8
Marketing statistical analysis.


## 6. Conclusion

In the Internet age, network marketing has become the “darling” of marketing, providing a carrier platform for the promotion of enterprise marketing strategy with multidimensional and multilevel marketing layout. As a traditional marketing method, direct marketing has been criticized in its development and evolution due to its characteristics of “pyramid selling.” Especially in the era of online marketing, the development space of direct marketing is becoming increasingly narrow, and it also faces many challenges. However, it is more in line with the focus of new 4C theory research that community marketing adopts differentiated strategies for specific communities to gain popularity. Xiaohongshu’s social e-commerce model can be said to have achieved certain success, but Xiaohongshu focuses on social interaction and faces young people. Realizing the organic integration of online marketing and direct sales is an important guarantee to promote the symbiosis of marketing resources and enhance the ability of marketing strategic layout, which reflects the importance and necessity of the integration of both. This paper concludes that in the integration of online marketing and direct sales, marketing symbiosis can be realized from the dimensions of resources and channels, which provides a feasible basis for the integration of the two and is also a strong support for the online and offline integrated marketing layout in the new era. In the marketing layout of three squirrels, we can see that online marketing can enhance consumers’ stickiness to brands. From the two cases, we can see that any single marketing mode can hardly achieve sustainable and healthy development in the changeable market. Only by constantly following the pace of the development of the times can traditional direct selling and online marketing develop together through the means of resource integration, so as to stand firm in the fierce market competition. In addition, the new network marketing promotion model and algorithm described in this paper can reduce the cost by 17% and improve the effect.



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*Source: 9958398-2022-10-11.xml*