Research On Internet Celebrity Online Retailer "CHIN STUDIO" Marketing Strategy Research

In recent years,the Internet red economy has created a miracle of new media economy.“ Web Celebrity ”(referred to be as " Net red")have attracted much attention.With its unique talent and style,Web Celebrity attracts a large number of fans and accelerates the realization of Internet dividend.Many web celebrities not only get money,but also become “KOL”(key opinion leader)gradually in their respective fields.The control and influence of Web Celebrity on fans club make their spreading value more and more recognized.Web Celebrity not only subverted the audience's habit of getting information,but also changed the consumptive habits of fans.At present,the development of Web Celebrity economy is still in its infancy.There is no systematic theoretical to guide people in the choice of business model and marketing strategy for the well-known fashion stores in China,most of which rely on industry experience for business operation.As the earliest representative of women's wear industry in Web Celebrity economy,"Mrs.Qian Xueli customization" has a large number of fans,strong sales force,super high repurchase rate,low inventory and strong fan viscosity.With the rapid development of Web Celebrity economy,there are more and more Web Celebrity women's clothing stores,and the competition is becoming more and more fierce.The development of "Mrs.Qian Xueli customization" is suffering great challenges.Therefore,it is of great theoretical and practical significance to study the marketing strategy of "Mrs.Qian Sydney customization".Based on the research of " Mrs.Qian Xueli customization" in Taoxi Web Celebrity shop,this paper analyzes the current situation of marketing strategy of "Mrs.Qian Xueli customization ",and finds that there are some problems such as unclear brand image,high cost of obtaining traffic,lack of talent team construction and innovation,and the need for further improvement of customer service system.On this basis,through the " Mrs.Qian Xueli customization ",this paper makes a macro analysis of " Mrs.Qian Xueli customization " based on the analysis of view and micro environment,combined with STP and 4Ps theory,this paper puts forward improvement suggestions on the marketing strategy and marketing strategy of " Mrs.Qian Xueli customization " from market segmentation,target market selection,market positioning,and strategies of product,price,multimedia channel,promotion and service.With the rapid development and diversification of new media,it is expected to further clarify the market positioning,competitive advantage and marketing strategy combination of " Mrs.Qian Xueli customization" through the research progress of this paper,so as to further consolidate its market position,broaden its market scope and achieve high-quality development.