| With the flourishing development of information technology and the comprehensive popularization of computers in recent years,more and more Internet users have appeared in people’s daily life,further giving rise to and accelerating the vigorous development of the Internet economy.Accompanied by the increase of Internet users,most of them have started to try online trading and shopping,and more and more consumers have accepted this way.And in the market economy,online shopping plays an increasingly important role as a new type of transaction.Driven by the market,e-commerce has developed very rapidly in recent years,and its scale and proportion have increased significantly,and has become an important new retail mode,while also promoting the continuous progress of the Internet economy.Against the background of rapid development of e-commerce,the state has invested greater support in the field of e-commerce,and the internet celebrity marketing model has been born and has been normalized,especially in the field of apparel sales,which has developed extremely fast.This paper takes Q clothing e-commerce as the research object,and studies the internet celebrity marketing.This paper introduces the background of internet celebrity marketing,and expounds the research purpose and significance of this paper.Combined with the relevant achievements of domestic and foreign scholars on internet celebrity marketing,this paper summarizes the marketing research progress under the background of internet celebrity marketing economy,summarizes the main research contents of this paper,introduces the methods and technical routes used in the research,defines the relevant concepts,and then summarizes the theoretical basis,including online marketing theory Network opinion leader theory,word-ofmouth marketing theory,consumer attitude theory and purchase behavior.This paper investigates and analyzes the current marketing situation of Q clothing e-commerce,obtains its market positioning according to the user population,market positioning and target market of Q clothing e-commerce,and analyzes the current situation of Q clothing e-commerce in combination with products,prices,channels and promotion.Taking the internet celebrity marketing of Q clothing e-commerce as the research object,this paper designs a questionnaire,sends the questionnaire to collect data,analyzes and processes the data,summarizes the research results,get the influencing factors of Q clothing e-commerce consumers’ purchase behavior under internet celebrity marketing,analyzes the existing problems,and finally puts forward improvement suggestions for the internet celebrity marketing of Q clothing e-commerce enterprise according to the existing problems,including highly responding to customers’ clothing quality needs Improve the customer consumption experience and enrich the internet celebrity marketing methods,give the solutions that can be used for reference,that is,Formulate consumer demand-oriented promotion strategy,realize product differentiation strategy according to customer demand,increasing internet celebrity marketing channels,establishing internet celebrity brand and other main suggestions,and put forward the shortcomings and follow-up development direction in this study.This paper takes the internet celebrity marketing of Q garment e-commerce enterprises as the research object,and puts forward corresponding improvement suggestions.The research results have reference value for the improvement and perfection of internet celebrity marketing of garment commodity related e-commerce enterprises.At the same time,it puts forward reasonable suggestions for product design,production,sales and after-sales of garment enterprises,and sprouts innovative ideas for garment e-commerce in product upgrading and sales channel expansion. |
