网红经济体下的原创家居品牌推广

Research on the Promotion of Original Home Furnishing Brand with the Internet Celebrity Economy

网红经济的发展使各行各业的传统营销方式渐被颠覆。基于原创家居行业特性,其相比传统家居行业更需合理利用网红经济开拓营销新模式。通过分析原创家居品牌的发展现状、现有营销模式存在的问题及面临的挑战,结合网红经济的特点,总结出原创家居品牌发展网红经济下营销模式所面对的难题,并针对此提出适用于原创家居品牌的四大营销模式(网络文章、热点话题、视频直播、体验互动)和具体适用的解决对策,以期为原创家居品牌发展和营销提供新的方向。

With the development of internet celebrity economy,the traditional marketing methods are gradually subverted.Based on the characteristics of the original home furnishing industry,it should make more reasonable use of the internet celebrity economy to develop new marketing models in comparing with the traditional home furnishing industry.Based on the analysis of the current situation of the original home furnishing brands,the existing problems and challenges of the existing marketing mode were analyzed.In combination with the characteristics of internet celebrity economy,this paper summarizes the problems faced by the marketing mode of the development of the original home furnishing brands,and puts forward marketing modes and specific solutions applicable to the original home furnishing brands in aspects of online articles,hot topics,live video,and interactive experience,which can provide a new direction for the development and marketing of original home furnishing brands.