服装新零售之网红营销模式实证研究

An Empirical Study on the Online Celebrity Marketing Model of New Clothing Retail

从网红营销模式火爆深层原因剖析入手,通过样本消费者的网络调研数据,建立多元回归模型,实证研究网红营销模式对消费者购买行为的影响,通过模型分析揭示网红带货营销火爆背后的商业逻辑:一是服装等消费品的精神属性正在不断提升;二是服装品牌的溢价正在不断降低;三是网红营销模式正在重构服装供应链;四是营销渠道多样化。网红营销模式创新为传统服装零售业变革找到了新的路径。

Starting with the analysis of the deep causes of the popularity of online celebrity marketing mode,through the network survey data of sample consumers,a multiple regression model is established to empirically study the influence of online celebrity marketing model on consumers’purchasing behavior.Based on the model analysis,the business logic behind the popularity of online celebrity marketing has been revealed.The first is that the spiritual attributes of clothing and other consumer goods are constantly improving.The second is that the premium of clothing brands is decreasing.The third is that the online celebrity marketing mode is reconstructing the clothing supply chain.The fourth is that the marketing channels are diversified.The innovation of online celebrity marketing mode has found a new path for the reform of traditional clothing retail industry.