Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
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
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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
- 10 November 2023
- 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