Under The Economic Background Of Web Celebrity,Optimization Analysis Of Online Marketing Strategy In The Clothing Industry

In the era of we media,the online celebrity market has formed an industrial chain with a clear division of labor,and has created amazing economic value through various monetization channels such as e-commerce,advertising,fans "reward",etc.The fan base,amazing sales explosiveness,and the realization of capital recognition have attracted a lot of attention.The influence of the Internet economy on marketing reforms,and how clothing companies conduct online marketing is a question for every clothing company to consider.On the basis of sorting out relevant literature,this article uses M Q online women's clothing stores as an example,and uses STP theory to analyze the current status and existing problems of M Q online women's clothing stores under the background of the online economy.The strategy proposes optimization suggestions.The study found that the M Q online women's clothing store marketing has experienced a transition from C2 C mode to C2 B pre-sale mode.The C2 B pre-sale mode is characterized by consumer demand to guide production,which is consistent with the core idea of "customer-oriented" in 4C marketing theory.This model makes M Q Online Women's Clothing Stores best fit the needs of online consumers.Effectively control inventory,reduce clothing prices,and have stronger market competitiveness.However,when M Q Online Women 's Clothing Stores used this model,the specific sales strategies they used had problems such as product homogeneity,unclear brand image,and difficulty in obtaining traffic.The main reasons were that the products mimicked international brands and lacked a clear market.Positioning,increasing number of influencers,and fierce competition.Finally,based on the analysis of the marketing environment of the M Q Online Women's Clothing Store,using STP theory,it is recommended that the M Q Online Women's Clothing Stores choose the scientific target market and market positioning,and put forward optimization suggestions from product strategies,price strategies,channel strategies,and sales strategies.Based on the above research,the thesis proposes suggestions for optimizing the marketing strategy of M Q Online Women 's Clothing Stores: product strategy to ensure product quality and provide differentiated products;price strategy,combining with target groups to formulate flexible prices;channel strategy,and tapping WeChat channel potential.Promotion strategy,establish a buyer show reward mechanism,encourage buyers on Weibo and Wechat comment area,provide gifts for consumers who are promoted by WeChatfriends,and establish a buyer show column.The internet celebrity economy is a new thing that has only appeared in the past two years.At present,there are few achievements in studying the "cyber celebrity economy" from the perspective of case analysis.The existing research mainly focuses on content production,internet celebrity communication,internet celebrity interaction with fans,and relationships Empowerment and other perspectives are analyzed,and there are even fewer papers dedicated to researching the marketing strategy of the apparel industry under the background of the Internet economy.This thesis takes M Q online women's clothing store as an example to study the internet celebrity marketing strategy of the clothing industry,and the research has certain innovation.