在自媒体时代，网红市场已经形成了明确分工的产业链条，并借助电商、广 告、粉丝打赏等各种变现渠道创造出了令人惊叹的经济价值，网红女装店铺以其 庞大的粉丝群体、惊人的销售爆发力、资本认可的变现能力吸引了大量的关注。 网红经济推动营销变革，服装企业如何开展线上营销是每家服装企业值得思考的 问题。 本文在梳理相关文献的基础上，以MQ网红女装店铺为例，运用STP理论， 剖析网红经济背景下MQ网红女装店铺的营销现状与存在的问题，并提出MQ 网红女装店铺的营销策略优化建议。研究发现，MQ网红女装店铺营销经历了C2C 模式向C2B预售模式转变，C2B预售模式特点是由消费者需求引导生产，与4C 营销理论的“以客户为出发点”的核心思想一致，这种模式使得MQ网红女装店 铺最大程度地契合网络消费者的需求。有效控制库存，降低服装价格，具有更强 的市场竞争力。但是MQ网红女装店铺在运用这种模式时，具体采用的销售策略 存在产品同质化、品牌形象不清晰、流量获取难度加大等问题，其主要原因是产 品模仿国际品牌、缺乏清晰的市场定位、网红数量增加竞争激烈等。最后在分析 MQ网红女装店铺营销环境的基础上，运用STP理论，建议MQ网红女装店铺设 定科学的目标市场选择与市场定位，并从产品策略、价格策略、渠道策略、促销 策略等方面提出优化建议。 基于上述研究，论文提出MQ网红女装店铺营销策略优化建议：产品策略， 保证产品品质，提供差异化产品；价格策略，结合目标群体制定弹性价格；渠道 策略，挖掘微信渠道潜力。促销策略，建立买家秀奖励机制，鼓励微博、微信评 论区买家秀，为微信朋友圏进行宣传的消费者提供礼品，建立买家秀专栏。 网红经济是近两年才出现的新事物，目前从案例分析视角研究“网红经济” 的成果较少，且已有研究主要集中在从内容生产、网红传播、网红与粉丝互动、 关系赋权等角度进行分析，专门从网红经济背景下服装行业营销策略进行研究的 论文就更少了。本论文研究以MQ网红女装店铺为例，研究服装行业网红营销策 略，具有一定的创新性。 关键词:网红经济；服装行业；线上营销；STP；MQ网红女装店铺 II Abstract Intheeraofwemedia,theonlinecelebritymarkethasformedanindustrialchainwith acleardivisionoflabor,andhascreatedamazingeconomicvaluethroughvarious monetizationchannelssuchase-commerce,advertising,fans"reward",etc.Thefanbase, amazingsalesexplosiveness,andtherealizationofcapitalrecognitionhaveattractedalot ofattention.TheinfluenceoftheInterneteconomyonmarketingreforms,andhow clothingcompaniesconductonlinemarketingisaquestionforeveryclothingcompanyto consider. Onthebasisofsortingoutrelevantliterature,thisarticleusesMQonlinewomen's clothingstoresasanexample,andusesSTPtheorytoanalyzethecurrentstatusand existingproblemsofMQonlinewomen'sclothingstoresunderthebackgroundofthe onlineeconomy.Thestrategyproposesoptimizationsuggestions.Thestudyfoundthatthe MQonlinewomen'sclothingstoremarketinghasexperiencedatransitionfromC2Cmode toC2Bpre-salemode.TheC2Bpre-salemodeischaracterizedbyconsumerdemandto guideproduction,whichisconsistentwiththecoreideaof"customer-oriented"in4C marketingtheory.ThismodelmakesMQOnlineWomen'sClothingStoresbestfitthe needsofonlineconsumers.Effectivelycontrolinventory,reduceclothingprices,andhave strongermarketcompetitiveness.However,whenMQOnlineWomen’sClothingStores usedthismodel,thespecificsalesstrategiestheyusedhadproblemssuchasproduct homogeneity,unclearbrandimage,anddifficultyinobtainingtraffic.Themainreasons werethattheproductsmimickedinternationalbrandsandlackedaclearmarket. Positioning,increasingnumberofinfluencers,andfiercecompetition.Finally,basedonthe analysisofthemarketingenvironmentoftheMQOnlineWomen'sClothingStore,using STPtheory,itisrecommendedthattheMQOnlineWomen'sClothingStoreschoosethe scientifictargetmarketandmarketpositioning,andputforwardoptimizationsuggestions fromproductstrategies,pricestrategies,channelstrategies,andsalesstrategies. Basedontheaboveresearch,thethesisproposessuggestionsforoptimizingthe marketingstrategyofMQOnlineWomen’sClothingStores:productstrategytoensure productqualityandprovidedifferentiatedproducts;pricestrategy,combiningwithtarget groupstoformulateflexibleprices;channelstrategy,andtappingWeChatchannelpotential. Promotionstrategy,establishabuyershowrewardmechanism,encouragebuyersonWeibo andWechatcommentarea,providegiftsforconsumerswhoarepromotedbyWeChat III friends,andestablishabuyershowcolumn. Theinternetcelebrityeconomyisanewthingthathasonlyappearedinthepasttwo years.Atpresent,therearefewachievementsinstudyingthe"cybercelebrityeconomy" fromtheperspectiveofcaseanalysis.Theexistingresearchmainlyfocusesoncontent production,internetcelebritycommunication,internetcelebrityinteractionwithfans,and relationshipsEmpowermentandotherperspectivesareanalyzed,andthereareevenfewer papersdedicatedtoresearchingthemarketingstrategyoftheapparelindustryunderthe backgroundoftheInterneteconomy.ThisthesistakesMQonlinewomen'sclothingstore asanexampletostudytheinternetcelebritymarketingstrategyoftheclothingindustry, andtheresearchhascertaininnovation. Keywords:Onlineeconomy;Clothingindustry;Onlinemarketing;STP;MQonline women'sclothingstore IV 目录 摘要................................................................................................................................I Abstract..............................................................................................................................II 目录..............................................................................................................................IV 1绪论..........................................................................................................................1 1.1研究背景与意义.....................................................................................................1 1.1.1研究背景......................................................................................................1 1.1.2研究意义......................................................................................................1 1.2研究内容、方法和创新点.....................................................................................2 1.2.1研究内容......................................................................................................2 1.2.2研究方法......................................................................................................2 1.2.3研究创新点..................................................................................................3 2理论基础和文献综述......................................................................................................4 2.1STP理论..................................................................................................................4 2.2品牌定位理论.........................................................................................................4 2.3网络口碑理论.........................................................................................................5 2.4文献综述.................................................................................................................6 2.4.1网红研究......................................................................................................6 2.4.2网红经济相关研究......................................................................................7 2.4.3服装营销相关研究......................................................................................8 2.4.4文献述评......................................................................................................8 3MQ网红女装店铺网红商业模式与销售策略.............................................................10 3.1MQ网红女装店铺基本情况................................................................................10 3.2MQ网红女装店铺网红商业模式........................................................................11 3.3MQ网红女装店铺网红商业模式下销售策略....................................................12 3.3.1产品定位策略........................................................................................12 3.3.2产品价格策略........................................................................................13 3.3.3渠道营销策略............................................................................................14 3.3.4品牌形象策略...........................