粉丝经济模式下的垂直电商营销策略优化研究--以聚美优品为例  

Research on the Optimization of Vertical E-commerce Marketing Strategy under the Fan Economy Mode:Taking Jumei Youpin as an example

作　　者：邓娆 胡宝贵[1] DENG Rao;HU Baogui(School of Economics and Management,Beijing University of Agriculture,Beijing 102206,China)

机构地区：[1]北京农学院经济管理学院,北京102206

出　　处：《科技和产业》2023年第6期45-49,共5页Science Technology and Industry

摘　　要：近几年,垂直电商受到市场的各种影响,目前正处于发展的瓶颈期。通过“粉丝经济”这种新的商业模式可以增加用户黏性,塑造品牌口碑,从而带动垂直电商的发展。首先介绍“粉丝经济”和垂直电商的发展概况并分析其结合的可能性,然后再对聚美优品的营销策略进行研究,给出优化建议,改善聚美优品经营不善的现状。研究成果可为垂直电商市场的健康发展提供参考。In recent years,vertical E-commerce has been affected by the market,and is now in a bottleneck period of development.The new business model of“fan economy”can increase user stickiness,build brand reputation,and thus drive the development of vertical E-commerce.First,introduce the general situation of the development of“fan economy”and vertical e-commerce and analyze the possibility of their combination.Then the marketing strategy of Jumei Youpin is studied,and the optimization suggestions are given to improve the status quo of poor management of Jumei Youpin.The research results can provide reference for the healthy development of vertical e-commerce market.

关 键 词：粉丝经济 垂直电商 营销策略 聚美优品 

分 类 号：F724.6[经济管理—产业经济]