摘要
科技的蓬勃发展改变了消费者的消费习惯,随之而来的网红经济给传统营销带来了巨大冲击,作为网红经济主要模式之一的网红电商营销模式,站在新时代风口上获得爆发式发展的同时也面临着一系列的挑战。本文对网红电商营销的现状进行分析探讨,从“人、货、场”三方面对比其与传统电商的优势与劣势,对其现阶段所面临的机会与威胁进行分析探讨,且同步提出相对应的发展策略建议,希望能对未来的研究起到部分参考。
The booming development of science and technology has changed the consumption habits of consumers,and the ensuing Internet celebrity economy has brought a huge impact on traditional marketing.As one of the main modes of Internet celebrity economy,the Internet celebrity e-commerce marketing mode is facing a series of challenges while standing on the wind of the new era to achieve explosive development.This paper analyzes and discusses the current situation of e-commerce marketing of Internet celebrities,compares its advantages and disadvantages with traditional e-commerce from three aspects of"people,goods and field",analyzes and discusses the opportunities and challenges it is facing at the present stage,and simultaneously puts forward corresponding development strategy suggestions,hoping to provide a partial reference for future research.
作者
刘淑婷
舒良友
LIU Shu-ting;SHU Liang-you(School of Business Administration,Henan University of Technology,Jiaozuo 454150,China)
出处
《价值工程》
2021年第32期19-21,共3页
Value Engineering
关键词
网红电商营销
人-货-场
可持续发展
发展策略
web celebrity e-commerce marketing
people-goods-field
sustainable development
the strategy of development
作者简介
刘淑婷(1994-),女,河南焦作人,河南理工大学工商管理学院研究生,研究方向为消费者行为;舒良友(1963-),男,河南潢川人,河南理工大学工商管理学院,教授,博士,硕士生导师,研究方向为物流与供应链管理。
