I 摘要 近年来，网红经济逐渐与各行各业都有了不同深度的结合，网红的“精灌式” 营销，极大地提高了消费转化率，这种模式在一定程度上改善了产业的供应端和 销售端问题，提高了电商的生态健康度。网红不仅开创了新的流量渠道，实现了 粉丝变现，更构建了闲环产业生态链。网红带来的不仅是对传统产业以及电商流 量来源的变革，更是一种商业模式的创新、思维模式上的转变。如何充分结合网 红营销模式，引导传统消费制造实体产业营销模式、营销策略创新，促进传统传 统消费制造实体产业转型发展，具有重要意义。本文以GZHG皮具有限公司为研 究对象，通过调研深入分析GZHG皮具有限公司营销现状、存在问题，结合营销 管理相关理论和消费者态度理论，设计调查问卷，建立回归模型，探究网红经济 背景下网红 GZHG皮具有限公司消费者的消费态度、消费行为影响。通过研究发 现： GZHG皮具有限公司营销销售人员缺少主动营销的意识，营销服务体系不完 善，缺少灵活价格机制，价格浮动权并未向下实行逐级递减分配，线上销售重视 程度不够。 消费者对网红营销消费认知以及消费态度越高，其对该网红所推荐皮包产品 的购买意愿越强，三者倾向一致，并互相影响，网红营销与消费者认知、消费者 态度以及消费意愿均呈正相关关系。网红营销对于消费者的消费意愿有着重要正 向影响。 第三，GZHG皮具有限公司网红发展。首先，打造GZHG公司网红IP，将红 人魅力转变为品牌魅力，强化品牌，实现品牌核心化的转变。其次，强化网红IP 专业化团队运营，通过专业运营，构建健康有序的品牌关系；严格监查把关，提 升产品质量；深化品牌内涵，提高行业影响力；精准消费人群，统一品牌形象。 最后，加强GZHG公司网红IP互动，培养粉丝互动习惯；关注粉丝评论，遇到问 题反馈需及时沟通，提供解决方案；实行多样化奖励，提高参与热情，提升传播 效果。 第四，GZHG公司需要从营销策略上与网红经济路径、网红营销特征进行深 度整合。首先，GZHG公司找准触点，构建场景，再推进场景化入口，适当引入 预售机制。其次，GZHG公司需要发现差异，精准营销，将普通用户转化为铁杆 粉丝，实现精准营销，从而提高推广的转化率。第三，需要提供给顾客的是含有 感情、富有价值、且能满足用户的需求或痛点的内容，并且提供竞争者无法给予 摘要 II 的解决方案。最后，GZHG公司要善于利用虚拟社区的社交属性和开放属性为顾 客打造一个口碑营销的场景。 关键词：GZHG公司；网红；网红经济；消费者态度 ABSTRACT III ABSTRACT NIn recent years, online Red economy has gradually been combined with all walks of life in different depth. The "intensive irrigation" marketing of online celebrities has greatly improved the consumption conversion rate. This mode has improved the supply side and sales side problems of the industry to a certain extent, and improved the ecological health of e-commerce. Wanghong not only creates a new flow channel, realizes the realization of fans, but also constructs the ecological chain of leisure industry. Online celebrities bring not only the change of traditional industries and e-commerce flow sources, but also the innovation of business model and the change of thinking mode. It is of great significance to guide the innovation of marketing mode and marketing strategy of traditional consumer manufacturing entity industry and promote the transformation and development of traditional consumer manufacturing entity industry. This paper takes GZHG leather goods Co., Ltd. as the research object, deeply analyzes the marketing status and existing problems of GZHG leather goods Co., Ltd. through investigation, combined with marketing management theory and consumer attitude theory, designs questionnaire, establishes regression model, and explores the influence of online red GZHG Leather Co., Ltd. consumer attitude and behavior under the background of online celebrity economy. Through the research, we found that: 1 Firstly, the marketing and sales personnel of GZHG leather goods Co., Ltd. are lack of active marketing awareness, the marketing service system is not perfect, and the flexible price mechanism is lacking. The price floating right is not distributed step by step, and the online sales are not paid enough attention. Second, the higher the consumer's cognition and attitude towards online celebrity marketing, the stronger their willingness to purchase the leather bag products recommended by the online celebrity. The three tendencies are consistent and interact with each other. Online celebrity marketing is positively correlated with consumer cognition, consumer attitude and consumption intention. Online celebrity marketing has an important positive impact on consumers' consumption intention. Third, GZHG leather goods Co., Ltd. First of all, build GZHG company's network red IP, transform the charm of red people into brand charm, strengthen the brand, and realize the transformation of brand core. Secondly, we should strengthen the ABSTRACT IV professional team operation of netred IP, build a healthy and orderly brand relationship through professional operation; strictly supervise and check to improve the product quality; deepen the brand connotation and improve the industry influence; accurately consume people and unify the brand image. Finally, we should strengthen GZHG's Internet red IP interaction, cultivate the habit of fans' interaction, pay attention to fans' comments, timely communicate with the feedback of problems, provide solutions, and implement diversified rewards to improve the enthusiasm of participation and communication effect. Fourth, GZHG company needs to deeply integrate the marketing strategy with the economic path and marketing characteristics of online celebrities. First of all, GZHG company finds out the contact point, constructs the scene, and then promotes the scene entrance, and introduces the pre-sale mechanism appropriately. Secondly, GZHG company needs to find differences, precision marketing, transform ordinary users into hard fans, realize precision marketing, so as to improve the conversion rate of promotion. Third, what needs to be provided to customers is emotional, valuable content that can meet the needs or pain points of users, and provide solutions that competitors can't give. Finally, GZHG company should be good at using the social and open attributes of virtual community to create a scene of word-of-mouth marketing for customers. Key words: GZHG company; online celebrity; online Red economy; consumer attitude 目录 V 目录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景和意义 ............................................................................................... 1 1.2 研究意义 ........................................................................................................... 2 1.2.1 理论意义 ................................................................................................ 2 1.2.2 现实意义 ................................................................................................ 2 1.3 研究内容 ........................................................................................................... 2 1.4 研究思路及研究方法 ....................................................................................... 3 第二章 相关概念及理论基础 ........................................................................................ 5 2.1 相关概念 ........................................................................................................... 5 2.1.1 网红及网红分类 .................................................................................... 5 2.1.2 网红经济 ................................................................................................ 7 2.1.3 网红电商营销 ........................................................................................ 9 2.2 网红经济背景下营销策略发展变化的相关研究 ......................................... 10 2.2.1 网红经济发展相关研究 ...................................................................... 10 2.2.2 网红经济下营销策略相关研究 .......................................................... 13 2.3 理论基础 ......................................................................................................... 15 2.3.1 大数据营销理论 .........................................................................