"Internet Celebrity Fashion" Market Positioning And Consumer Research

As the "web celebrity economy" and clothing market have come into the era of diversification,this paper analyzes the emergence,development and characteristics of"web celebrity fashion",and studies all kinds of "web celebrity fashion"consumers including fans and general consumers.This paper analyzes the emergence,development and characteristics of "web celebrity fashion"in the background of "web celebrity economy" and clothing market in the era of diversification.At the same time,it studies all kinds of "red fashion" consumers including fans and general consumers.At the same time,all kinds of "web celebrity fashion" consumers including fans and ordinary consumers are studied.The research mainly aimed at the purchase behavior and the consumer characteristics,adopted the literature review,the theoretical analysis,the questionnaire survey and the interview and so on.Through the innovation of the consumer characteristic analysis method,the whole research process was aimed at the intrinsic characteristics of the consumer and then avoided the surface problem.According to the type division of "web celebrity fashion"consumers and the results of the questionnaire survey,this paper summarizes the substantive characteristics of "web celebrity fashion" and its operation and the way of influencing consumers.Finally,it makes a conclusion on the positioning of "web celebrity fashion",and expounds the development of "web celebrity fashion" in the future.This article is divided into six parts.The first part is the introduction,which mainly introduces the background,the research ideas and research methods of the"web celebrity fashion";The second part is the analysis of the clothing market.On the one hand,it analyzes the fast fashion brands as the reference for the positioning of"web celebrity fashion" and the clothing e-commerce as the necessary conditions for the development of "web celebrity fashion".On the other hand,it introduces the concept,development and present situation of the "web celebrity fashion";The third part is the analysis of the "web celebrity fashion",and it emphatically analyzes the marketing characteristics,consumer groups,the product and marketing mode of the"web celebrity fashion",and then understand the purchase experience of the "web celebrity fashion" consumers through the form of interview.The fourth part is consumer analysis,through the breakthrough point of the phenomenon of "group segmentation",it put forward the an analytic hierarchy process(AHP)to segment consumers,and the characteristics of consumers are summed up by the use of attribution analysis,laying a foundation for further research on this subject;The fifth part is the survey of the "web celebrity fashion" consumption.First,it expounds the method and content of the questionnaire design,and then collate and analyze the questionnaire data using the data analysis software SPSS22.0 to understand the consumer composition and purchase motivation.And the influence factor model that affects consumers' purchase of "web celebrity fashion" is obtained to serve as the basis for market positioning of "web celebrity fashion".The sixth part is the conclusion of this article,taking the summary of the first five parts as the basic point of view,summarizes the shortcomings of the "web celebrity fashion" in the positioning,and the difficulties in the development.And with the help of the four force model,the future development prospect of "web celebrity fashion" is analyzed.