基于扎根理论的网红企业营销策略优化——消费者感知视角

Marketing Strategy Optimization of the Internet Popular Enterprises:Based on Consumer Perception

网红企业近年来的不断兴起,使得对其营销策略的研究更有价值,能够在更深层面充实理论,服务实践。以长沙炙手可热的网红企业"茶颜悦色"为例,基于消费者感知视角,利用扎根理论对其在互联网时代的营销路径进行探析,其中包括原始资料的收集、三级编码等。研究发现,从顾客角度回应需求是网红企业营销要素结构的根本核心;实现双方价值双赢是网红企业营销要素结构的重要基础;打造顾企长久稳定关系是网红企业营销要素结构的有效促进;建立顾企命运共同体是网红企业营销要素结构的关键保障。研究结果揭示了网红企业持续发展的关键要素所在,充实了网红相关研究领域的理论空缺,并为网红企业的营销实践提供了有价值的策略指导。

The constant rising of online popular enterprises in recent years makes it meaningful to study those enterprises’ marketing strategies.Such studies can enrich marketing theory and practice in a deeper level.This paper chooses to study the marketing path of Changsha’s online popular enterprise "Sexy Tea"in the era of social media based on the consumer perception with grounded theory,including original data collection and three-level coding,etc.The results show that the fundamental of marketing elements structure of online celebrity enterprises is to respond to consumer demands in the their shoes. To achieve a win-win situation for both buyers and sellers is an important basis for the marketing element structure.To build a long-term,stable relationship between customers and the enterprise can effectively promote the marketing element structure of online enterprise. To build a community with a shared future between customers and the enterprise is the key guarantee of the marketing element structure.The study reveals the key elements of the sustainable development of online popular enterprises to fill the gap of the theoretical study of online celebrities and provides strategic guidance for online enterprises’ marketing practice.