Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 37 , 10 November 2023


Open Access | Article

Research on the Marketing Management of Hanfu Stores Derived from Internet Celebrity Economy -- Take Shisanyu as an Example

Jinyi Yang * 1
1 University of Maryland-College Park

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 37, 118-127
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jinyi Yang. Research on the Marketing Management of Hanfu Stores Derived from Internet Celebrity Economy -- Take Shisanyu as an Example. AEMPS (2023) Vol. 37: 118-127. DOI: 10.54254/2754-1169/37/20231850.

Abstract

Due to changes in the times and consumption patterns, online shopping has become more and more popular, which has spawned the Internet Celebrity economy. Compared with general online stores, stores derived from the Internet Celebrity economy have different characteristics, such as targeted marketing and low product inventory. However, Internet Celebrity stores still have many shortcomings. These shortcomings can damage consumer rights. This article takes Shisanyu as an example to discuss the management problems of shops derived from the Internet Celebrity economy and the consequences of the problems. Finally, it analyzes the reasons why this type of store has many problems but is still popular, and gives how this type of store needs to be improved.

Keywords

Internet Celebrity economy, marketing, management, Hanfu

References

1. Li Xueyao, Economic Development and Supervision of Internet Celebrities in China, E-commence DOI:10.19699/j.cnki.issn2096-0298.202303.052(2023).

2. Lin Li, Analysis of the supply chain of the apparel industry under the internet celebrity economy, Attention, DOI:10.16301/j.cnki.cn12-1204/f.2022.12.032(2022).

3. Jinyi Yang, Hongxing Yang, Shishan, Xiaoqiang Zhao, Marketing Strategy Analysis of Products Derived from Fans’ Economy—Take Yuying Wenchuang Company as an Example, In: Proceedings of the 2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022).

4. Li Yang, Discussion on Advertising and Marketing Strategies under Internet Celebrity Economy, Operation Method.

5. Jinyi Yang, Hongxing Yang, Discussion on Market Segmentation and Marketing Strategy in Hanfu Economic, In: 2023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023),Volume 163, 2023.

6. Shen Yifan, Ma Yujie, Analysis and Reflection on the Current Situation of "Internet Celebrity Economy, Brand and Marketing.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-095-0
ISBN (Online)
978-1-83558-096-7
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/37/20231850
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated