發(fā)布時(shí)間：2018-02-16 19:12

  本文關(guān)鍵詞： 時(shí)尚網(wǎng)紅 營(yíng)銷現(xiàn)狀 營(yíng)銷手段 營(yíng)銷策略　出處：《山西大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著科技的發(fā)展和人類的進(jìn)步,我們正步入一個(gè)特征明顯且形態(tài)完善的消費(fèi)社會(huì),第三產(chǎn)業(yè)繁榮發(fā)展、市場(chǎng)經(jīng)濟(jì)日益興盛、商品生產(chǎn)呈現(xiàn)多元化、消費(fèi)水平快速提升、消費(fèi)需求快速攀升、全新的消費(fèi)觀念逐漸滲透進(jìn)我們的生活等。短時(shí)期內(nèi)興起的網(wǎng)絡(luò)對(duì)人們的消費(fèi)方式產(chǎn)生了極其深刻的影響,而網(wǎng)絡(luò)消費(fèi)更是為各種時(shí)尚化的消費(fèi)需求提供了渠道。本文研究"時(shí)尚網(wǎng)紅"電商的營(yíng)銷,主要是由于"時(shí)尚網(wǎng)紅"中的服裝類網(wǎng)紅的引流效率很高,引起了網(wǎng)紅主要陣地微博和變現(xiàn)場(chǎng)所電子商務(wù)的關(guān)注,著名的電子商務(wù)平臺(tái)京東商城也將在2016年強(qiáng)力打造"達(dá)人計(jì)劃",主要也是針對(duì)服飾類的"時(shí)尚網(wǎng)紅"。在這樣的情況下,"時(shí)尚網(wǎng)紅"電商的營(yíng)銷方式就成為人們關(guān)注的一個(gè)焦點(diǎn),探索它的營(yíng)銷之道,尋找有效的營(yíng)銷手段將成為網(wǎng)紅經(jīng)濟(jì)持續(xù)發(fā)展的必經(jīng)之路。本文從界定時(shí)尚網(wǎng)絡(luò)紅人的概念入手,對(duì)"時(shí)尚網(wǎng)紅"電商的現(xiàn)狀及其營(yíng)銷現(xiàn)狀進(jìn)行梳理,并對(duì)"時(shí)尚網(wǎng)紅"電商的營(yíng)銷方式進(jìn)行分類,通過(guò)對(duì)主要營(yíng)銷方式的分析把握目前"時(shí)尚網(wǎng)紅"電商的營(yíng)銷的特點(diǎn),全面掌握時(shí)尚網(wǎng)紅電商營(yíng)銷的模式。在此基礎(chǔ)上深入分析"時(shí)尚網(wǎng)紅"電商營(yíng)銷的優(yōu)勢(shì)與劣勢(shì),從網(wǎng)紅自身和粉絲兩個(gè)角度進(jìn)行全方位的探究,最后對(duì)"時(shí)尚網(wǎng)紅"電商在營(yíng)銷上存在的一些問(wèn)題,提出相應(yīng)的策略,以期對(duì)"時(shí)尚網(wǎng)紅"電商的營(yíng)銷提供一些可供參考的建議。
[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.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274;F426.86

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本文編號(hào)：1516236