Network Red Marketing Strategy Analysis — Taking Li Ziqi, a Well-known Food Blogger on Weibo, as an Example

DOI

10.2991/aemh-19.2019.17How to use a DOI?

Keywords

Web celebrity, Web celebrity marketing, 4P marketing theory

Abstract

Driven by the rapid development of mobile Internet and consumption upgrading, the group of network celebrities has gradually transformed from a social phenomenon into an economic industry by virtue of its own advantages -- huge traffic and fans effect. In this process, web celebrity marketing emerged as The Times required. Compared with the traditional marketing model, web celebrity marketing is a new model with low cost and fast cash flow, which can not only overcome the limitations of time and space, but also has a high degree of interaction and efficiency. Yet because the audience focus on web celebrity, the contents of the web celebrity fresh not endure, how content accumulated flow, do not weak sustainable development, how to in such a comprehensive three-dimensional information age to rise and guarantee the quality and preservation, the fans and audience more into consumers, become the future each web celebrity and web celebrity behind is worth thinking about. This paper will use weibo well-known food bloggers plums and pure as an example, through the plums and pure personal and plums and pure Tmall flagship store development course of the introduction, USES the 4 p marketing theory to carry on the analysis, to find its edge in the marketing process, and points out its strategy may appear some problems, and finally sums up its marketing strategy, which can be used for reference in the hope to give some enlightenment to other web celebrity groups.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qiangnan Zhan
AU  - Youli Xu
PY  - 2019/10
DA  - 2019/10
TI  - Network Red Marketing Strategy Analysis — Taking Li Ziqi, a Well-known Food Blogger on Weibo, as an Example
BT  - Proceedings of the 2019 International Conference on Advanced Education, Management and Humanities (AEMH 2019)
PB  - Atlantis Press
SP  - 83
EP  - 86
SN  - 2352-5398
UR  - https://doi.org/10.2991/aemh-19.2019.17
DO  - 10.2991/aemh-19.2019.17
ID  - Zhan2019/10
ER  -