摘要近期以来，随着一大批网络红人的出现，围绕网红生发的商业链条和盈利模式也浮出水面，并被称为“网红经济”。”量的粉丝、强大的话题性、资本认可的商业变现能力、日益延伸的产业链……“网红经济”已经成为移动互联网时代一个重要的社会现象，但对于经济发展和社会文化生态而言，它究竟是一个美丽的泡沫还是代表着未来的走向？本文从长尾理论出发，研究网红模式下网红店铺的相关模式和营销策略。网红能够利用大数据个性化、粉丝工具、视频、社区等工具，生产自己的内容，从一个万能商品市场走向超级消费者媒体，吸引更多用户，创造商业机会。长尾理论要求卖家从用户需求出发，进行中心化供给和需求匹配，并形成自运营的个性内容和消费引导，让用户和商品得到更好的个性化匹配，实现尾部个性化市场的占领。在互联网上，凭借社交媒体，社区平台，和推广技术，每个卖家都可以变成网红，只要你找到年轻人感兴趣的内容。51471

毕业论文关键字： 网红   网上店铺   营销策略

Abstract :Lately, with the emergence of a large number of Internet and media celebrities, red hair growth around the net commercial chain and profit model has surfaced, and was known as the "red network economy." "The amount of fans, powerful topic, Capital accredited business liquidity, extending the growing chain ......" red network economy "has become the era of mobile Internet is an important social phenomenon, but for the economic development and social cultural and ecological terms it really is a beautiful bubble or on behalf of the future direction? This article from the long tail theory, research networks red pattern correlation model and marketing strategy to take advantage of big data network red personalized, fans tools, video, and other community tools and produces its own content, from a universal commodity super market to consumer media, to attract more users and create business opportunities. the Long Tail theory requires the seller from the user's needs, the center of the matching of supply and demand, and the formation of personality from operations content and consumer guide, allowing users to better merchandise and personalized matching, personalized market to achieve the tail occupation. on the internet, with social media, community platform, and dissemination of technology, and each can be turned into net sellers of red, As long as you find the content of interest to young people.

Keyword：Online star     Shop mode    Marketing strategy

目录

1．绪论 4

1.1 研究背景和意义 4

1.1.1研究背景 4

1.1.2研究意义 4

1.2研究内容 5

1.3研究方法 5

1.4本文创新点 5

1.5技术路线 6

2．文献综述 6

2.1长尾理论相关研究综述 6

2.2网红店铺相关理论研究 7

2.3研究存在的问题 8

3．网红店铺的分析 8

3.1长尾理论及其发散思维。 8

3.2网红店铺市场展现的多方面 9

3.3网红运营的多维度 10

4. 以“吾喜欢的衣橱”为例，研究和分析