New Perspective On The 4P's Of Clothing In "Internet Celebrity Economy"

As the rapid development of mobile internet industry,the transmission of information become faster and easier,the decentralization of internet make the internet celebrity economy become a wider issue.Clothing is the biggest garment and its likes have become the top seller in online market,recently the online transaction of clothing is on the increase,enterprises have strengthen their e-commerce capabilities to promote the reputation and profit of their brand names.The Taobao shops of internet celebrities are inspiring traditional clothing enterprises to find out effective measures for its development,the way to seize the power of internet celebrity economy will be the key to the clothing enterprises.The outbreak of internet celebrity economy is a great opportunity and challenge for traditional clothing enterprises.In twentieth Century,60 s,Professor McKinsey,an American Marketing scholar,put forward the 4 marketing strategies(4P's)of products,prices,channels and promotions,which can not accurately reflect all marketing activities under the new network marketing environment.What is the net red economy?How does it explode?What kind of influence does it bring to clothing enterprises?How does the internet celebrity's clothing brand market?What will be the future of the internet celebrity economy and the traditional clothing enterprises?How to make clothing enterprises upgrading more efficient?Concerned with the new feature in internet celebrity economy of clothing,this paper will be based on the investigation and the collected data to view the clothing through a new perspective of 4P's to smriti and development the classical theory of the masters.At first,this paper will combine the relevant literature at home and abroad,collect the news of internet celebrity economy to make an overall analysis in internet celebrity economy connect with the clothing.Then,this paper will take the young internet users as the main object of study to research the knowledge and feeling of consumers to internet celebrity economy.And investigate the views of experts,the ways that internet celebrities market their online shops and the current situation of the traditional clothing industry.At last,this paper will interpret the current status of Chinese celebrity economy based on the 4P's,provides a summary of the imperfections in traditional clothing enterprises.And view the clothing through a new perspective of 4P's to highlight the key parts of 4P's.Although,the conclusion of the research have some limitations,yet the conclusion could help clothing enterprises make brand marketing strategy and give them some ideas,help the clothing enterprises make a faster transformation from traditional operation to operation of the Internet.