“时尚网红”电商营销现状及其发展研究

发布时间：2018-02-16 19:12

本文关键词： 时尚网红营销现状营销手段营销策略　出处：《山西大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着科技的发展和人类的进步,我们正步入一个特征明显且形态完善的消费社会,第三产业繁荣发展、市场经济日益兴盛、商品生产呈现多元化、消费水平快速提升、消费需求快速攀升、全新的消费观念逐渐渗透进我们的生活等。短时期内兴起的网络对人们的消费方式产生了极其深刻的影响,而网络消费更是为各种时尚化的消费需求提供了渠道。本文研究"时尚网红"电商的营销,主要是由于"时尚网红"中的服装类网红的引流效率很高,引起了网红主要阵地微博和变现场所电子商务的关注,著名的电子商务平台京东商城也将在2016年强力打造"达人计划",主要也是针对服饰类的"时尚网红"。在这样的情况下,"时尚网红"电商的营销方式就成为人们关注的一个焦点,探索它的营销之道,寻找有效的营销手段将成为网红经济持续发展的必经之路。本文从界定时尚网络红人的概念入手,对"时尚网红"电商的现状及其营销现状进行梳理,并对"时尚网红"电商的营销方式进行分类,通过对主要营销方式的分析把握目前"时尚网红"电商的营销的特点,全面掌握时尚网红电商营销的模式。在此基础上深入分析"时尚网红"电商营销的优势与劣势,从网红自身和粉丝两个角度进行全方位的探究,最后对"时尚网红"电商在营销上存在的一些问题,提出相应的策略,以期对"时尚网红"电商的营销提供一些可供参考的建议。
[Abstract]:With the development of science and technology and the progress of human beings, we are stepping into a consumer society with obvious characteristics and perfect forms. The tertiary industry is booming, the market economy is booming, the commodity production is becoming diversified, and the consumption level is rising rapidly. Consumer demand is rising rapidly, and new consumption concepts are gradually infiltrating into our lives. The rise of the Internet in a short period of time has had a profound impact on people's consumption patterns. The online consumption also provides a channel for all kinds of fashion consumption demand. This paper studies the marketing of "fashion net red" e-commerce business, mainly because of the high drainage efficiency of the clothing net red in "fashion net red". It has attracted the attention of Weibo, the main position of Internet Red, and e-commerce in the realisation sites. In 2016, JingDong Mall, a famous e-commerce platform, will also vigorously build the "got Talent Plan", which is mainly aimed at "fashion online red" in the clothing category. Under such circumstances, the marketing method of "fashion online red" e-commerce business has become a focus of people's attention. Exploring its marketing way and finding effective marketing means will become the only way for the sustainable development of Internet Red economy. This paper begins with the definition of the concept of fashion internet celebrity, and combs the current situation and marketing status of "fashion online red" e-commerce business. It also classifies the marketing methods of the "fashion net red" e-commerce merchants, and grasps the characteristics of the current "fashion net red" e-commerce merchants through the analysis of the main marketing methods. Fully grasp the mode of fashion net red e-commerce marketing. On this basis, deeply analyze the advantages and disadvantages of "fashion net red" e-commerce marketing, and carry out a comprehensive exploration from the two angles of Internet Red itself and fans. Finally, this paper puts forward some corresponding strategies for the marketing of "fashion net red" e-commerce merchants, in order to provide some suggestions for reference to the marketing of "fashion net red" e-commerce merchants.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274;F426.86

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