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 M Q 网红女装店铺为例，运用 STP 理论， 剖析网红经济背景下 M Q 网红女装店铺的营销现状与存在的问题，并提出 M Q 网红女装店铺的营销策略优化建议。研究发现，M Q 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 M Q 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 M Q 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 M Q 网红女装店铺营销环境的基础上，运用 STP 理论，建议 M Q 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 M Q 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 M Q 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； M Q 网红女装店铺II Abstract In the era of we media, the online celebrity market has formed an industrial chain with a clear division of labor, and has created amazing economic value through various monetization channels such as e-commerce, advertising, fans "reward", etc. The fan base, amazing sales explosiveness, and the realization of capital recognition have attracted a lot of attention. The influence of the Internet economy on marketing reforms, and how clothing companies conduct online marketing is a question for every clothing company to consider. On the basis of sorting out relevant literature, this article uses M Q online women's clothing stores as an example, and uses STP theory to analyze the current status and existing problems of M Q online women's clothing stores under the background of the online economy. The strategy proposes optimization suggestions. The study found that the M Q online women's clothing store marketing has experienced a transition from C2C mode to C2B pre-sale mode. The C2B pre-sale mode is characterized by consumer demand to guide production, which is consistent with the core idea of "customer-oriented" in 4C marketing theory. This model makes M Q Online Women's Clothing Stores best fit the needs of online consumers. Effectively control inventory, reduce clothing prices, and have stronger market competitiveness. However, when M Q Online Women ’s Clothing Stores used this model, the specific sales strategies they used had problems such as product homogeneity, unclear brand image, and difficulty in obtaining traffic. The main reasons were that the products mimicked international brands and lacked a clear market. Positioning, increasing number of influencers, and fierce competition. Finally, based on the analysis of the marketing environment of the M Q Online Women's Clothing Store, using STP theory, it is recommended that the M Q Online Women's Clothing Stores choose the scientific target market and market positioning, and put forward optimization suggestions from product strategies, price strategies, channel strategies, and sales strategies . Based on the above research, the thesis proposes suggestions for optimizing the marketing strategy of M Q Online Women ’s Clothing Stores: product strategy to ensure product quality and provide differentiated products; price strategy, combining with target groups to formulate flexible prices; channel strategy, and tapping WeChat channel potential. Promotion strategy, establish a buyer show reward mechanism, encourage buyers on Weibo and Wechat comment area, provide gifts for consumers who are promoted by WeChatIII friends, and establish a buyer show column. The internet celebrity economy is a new thing that has only appeared in the past two years. At present, there are few achievements in studying the "cyber celebrity economy" from the perspective of case analysis. The existing research mainly focuses on content production, internet celebrity communication, internet celebrity interaction with fans, and relationships Empowerment and other perspectives are analyzed, and there are even fewer papers dedicated to researching the marketing strategy of the apparel industry under the background of the Internet economy. This thesis takes M Q online women's clothing store as an example to study the internet celebrity marketing strategy of the clothing industry, and the research has certain innovation. Key words: Online economy; Clothing industry; Online marketing; STP; M Q online women's clothing storeIV 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 2.1 STP 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 3 M Q 网红女装店铺网红商业模式与销售策略.............................................................10 3.1 M Q 网红女装店铺基本情况................................................................................10 3.2 M Q 网红女装店铺网红商业模式........................................................................11 3.3 M Q 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 ........................................................................................14 3.4 M Q 网红女装店铺网红销售策略存在的问题与原因........................................15 3.4.1 销售策略存在的问题................................................................................15V 3.4.2 销售策略问题产生的原因........................................................................16 4 M Q 网红女装店铺营销环境 SWOT 分析.......................................................................18 4.1 机遇.......................................................................................................................18 4.1.1 行业市场规模稳定增长 ........................................................................18 4.1.2 纺织供应链优化促进行业良性发展........................................................19 4.2 威胁.......................................................................................................................19 4.2.1 竞争对手数量增加 ................................................................................19 4.2.2 替代者的威胁 ........................................................................................19 4.3 优势.......................................................................................................................20 4.3.1 技术技能优势............................................................................................20 4.3.2 无形资产优势 ........................................................................................20 4.3.3 组织体系优势............................................................................................21 4.3.4 竞争能力优势............................................................................................21 4.4 劣势.......................................................................................................................22 4.4.1 缺乏差异化的产品 ................................................................................22 4.4.2 缺乏清晰的品牌形象 ............................................................................22 5 M Q 网红女装店铺网红商业模式下营销策略优化建议.............................................23 5.1 STP 战略选择........................................................................................................23 5.1.1 市场细分研判............................................................................................23 5.1.2 目标市场选择............................................................................................23 5.2 营销策略优化建议................................................................................................24 5.2.1 产品策略....................................................................................................24 5.2.2 价格策略....................................................................................................25 5.2.3 渠道策略....................................................................................................25 5.2.4 促销策略....................................................................................................27 6 研究结论与展望............................................................................................................28