Abstract
With the development of online shopping, online customer service (service interaction between online customer service staff and customers) came into being. Although online customer service is not limited by time and space, it can only be implemented by means of language. Therefore, the communicative skills and abilities of online customer service staff are very important to upgrade service interaction. Based on the related marketing theories and the literature of customer service, this paper analyzed different linguistic styles of interaction between online customer service staff and customers on Taobao. Researched the uses and linguistic styles of five kinds of network language bodies of different characteristics, and explored the influence which the linguistic styles have on network marketing. There have been many different styles of languages bodies, such as Taobao body, Temper body, Roaring body, Candy body, Spinning body and so on. These various styles, Internet marketing sellers need to determine their interaction styles according to the development strategies of their enterprises, the features of their products, specific customer groups and other factors.